TfL in search of 6 commercial partners with the launch of the Elizabeth line
TfL announced in December of last year that they are seeking partnerships ‘with six sexctor-exclusive brands’.
On the TfL website the Elizabeth line is explained; the route will be ‘more than 60 miles from Reading to Heathrow in the west through central tunnels across to Shenfield and Abbey Wood in the east’. See the route map here
The line will be launched in December 2018.
TfL are offering the six commercial partners ’12 months of sector exclusive, advertising rights across the Elizabeth line’.
This opportunity is presented as a chance for ‘brands to align themselves with a moment in London’s history.’
To make this opportunity even more appealing for brands, TfL describe that the ten newly-built Elizabeth line stations have been ‘designed with advertising in mind, featuring strategically located advertising sites in a less cluttered, premium environment.’
Talking to Marketing Week, the Director of Commercial Development Graeme Craig stated the line is ‘refining the city and redefining out-of-home, which is a unique opportunity for brands.’
Marketing Week reported that Craig showcased the new lines at an event on 8th February. Google and John Lewis were two of the major brands that attended the event.
At the end of January of this year, the Evening Standard reported that ‘Transport for London is facing a £400m hole in its budget’; suggesting that the sponsorship from the six commercial partners is much needed. Yet, it is also a great opportunity for brands with these facts in mind (published by TfL’s 2017/18 annual report):
– TfL’s adverts make up for 40% of London’s outdoor advertising
– There are 31 m journeys each day
-60% of Tube customers surveyed by Exterion Media find adverts a nice distraction
– 16,000 advertisements have been on the network
The partners will be announced in autumn of this year.