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CBS Outdoor raises awareness of digital switchover with Underground train wrap
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By News Desk
10 January 2012
The Tube train will carry up to a million passengers between now and the April switchover to digital TV
Out-of-home advertising company CBS Outdoor UK has teamed up with Digital UK, the organisation tasked with implementing the TV switchover from terrestrial to digital, to wrap an entire train in London's Tube in pink livery – Digital UK's signature branding.
The campaign – which features a pink wrapped train on the Central Underground line, train window graphics that look like TV screens, all 272 seats turned pink and information about the switchover to digital on every train door – is intended to raise awareness and provide information about the changes.
"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," says Digital UK's director of communications, Beth Thoren. "Branding the entirety of a Central Line train provides huge impact."
The switchover will take place in London in April and Digital UK is working with CBS Outdoor and media agency MediaCom on a number of informative campaigns throughout the capital's public transit system.
Comments in chronological order (Total 1 comments)
07 February 2012 4:28PM
This is the beginning of the end for London as we know it! If there is one thing you could always rely on it is that a tube train looked like a tube train not an advertising hoarding. It is like when BT ripped out the red post boxes and replaced them with those boring old shower cubicles. Not. Ok. At. All.
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