CBS Outdoor UK and Digital UK unveil fully wrapped tube train
CBS Outdoor UK today announces a partnership with Digital UK, the not-for-profit organisation leading the UK’s switchover to digital TV, which will see an entire Central Line Tube train turned pink to raise awareness of the biggest change to broadcasting in a generation.
Planned by MediaCom, the campaign which runs from today until April 2012, features an entire Tube train wrapped in Digital UK’s distinctive pink livery, as well as windows that form TV screens and switchover information on every train door. Furthermore, all Tube card panels inside the train advertise switchover and all 272 seats have been turned pink.
Analogue TV viewers are being urged to convert their sets and Freeview viewers to retune their equipment ahead of London’s digital switchover in April. Up to a million journeys will be taken on the train during the three-month run up to London’s switchover.
The digital switchover campaign will be supported by additional creative campaigns running on London buses, with 600 T-Sides, 1,000 supersides and interior bus panels targeting commuters with key digital switchover messaging.
Beth Thoren, Director of Communications for Digital UK, said:
“The Tube train is a bold and highly unusual advertising piece, which forms a key part of our wider campaign to educate and inform Londoners about digital switchover. Branding the entirety of a Central Line train provides huge impact, helping to spread the word and generate interest in switchover from Ealing to Essex.”
Jason Cotterrell, Country Director for CBS Outdoor UK, said:
“Campaigns like this really show the value, impact and reach of Tube advertising. We are delighted that by working in partnership with the London Underground team we can get wrapped Tube trains back on the network. We are really excited about working on further opportunities to pursue other innovations to help bring more advertisers to the London Underground and TfL estate.”
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