Transport for London and Global, the Media & Entertainment group, have launched the outdoor advertising sites in London’s newest tube stations, Battersea Power Station and Nine Elms, which open today (20 September) for the first time.
The two stations, the first new stations on the Northern Line for 80 years, present brands with new opportunities to reach tens of thousands of passengers a week across Nine Elms and Battersea Power Station areas, which have undergone significant regeneration and will now be connected to the West End for the first time by tube.
Across the two new stations 120 new sites have been installed including a giant LED backlit gateway banner at Nine Elms measuring 5.8mx2.2m, digital billboards (D6s), billboards located across station platforms, which enjoy longer dwell time as passengers wait for their train, and high footfall 12 sheets, located on walkways.
Brands advertising at the launch of the new stations include PayPal, Sky and Channel 4 as well as Cameron Mackintosh’s Les Misérables and production of Andrew Lloyd Webber’s The Phantom of the Opera.
“We’re delighted these new stations have opened up the Tube network, connecting a vibrant part of London for the first time.
From commuters heading into work in the morning to leisure and shopping trips to the West End in the evening and at weekends, our new sites provide a great opportunity for brands to reach premium audiences in long dwell time environments throughout the day.”
Mike Gordon, Chief Commercial Officer at Global
Chris Reader, Head of Commercial Media at Transport for London, said: “This is the first major Tube extension this century, with two new stations on the Northern Line, and we are thrilled to be offering brands yet another exciting opportunity to reach new and existing audiences on our transport network. With a range of different formats available, we are excited to see how advertisers will use our assets to push the boundaries of creativity and innovation with their campaigns.”
Nine Elms and Battersea Power Station will be added to digital inventory available to programmatic buyers on DAX which includes London Underground, National Rail and digital outdoor across all of Global’s estate as well as digital audio.
In the first week of September TfL registered almost 3.5 million unique passengers across the Underground network, more than Instagram’s weekly reach of Londoners. (Source: TGI / TfL / Global / Touchpoints).
The opening of the Northern Line Extension comes ahead of the transformational Elizabeth line launching in the first half of next year, revolutionising travel across the capital.
