Transport for London is to offer six brands the chance to become exclusive sector advertisers on the new Elizabeth line service.
Launching in 2018, the line is expected to carry around two-hundred million passengers each year, providing brands with a guaranteed audience for their campaigns.
As well as state of the art trains and stations, the line will also feature new “best-in-class” advertising infrastructure including digital screens, new digital escalator ‘ribbons’ and space for “bespoke and immersive brand campaigns” in stations and on trains.
TfL is hoping to cash in by selling sector-exclusive advertising rights which would allow major brands to lock their competitors out of the line for the duration of their deals.
The auction of these exclusive rights will help the agency meet its goal to raise more money from commercial activity, helping to deliver Mayor Sadiq Khan’s fares freeze while ensuring investment in the wider network can be maintained.
Graeme Craig, Director for Commercial Development at TfL said: “As the Elizabeth line will redefine London, we are also redefining our approach to commercial partnerships.
“We are seeking six exclusive partners who will work with us to work with us to launch the line, transforming how we work with leading brands to engage one of the most valuable and diverse audiences in the world.
“No other city is as defined by its transport system as London.
“The roundel and Tube map are symbols of our city, known and trusted around the world.
“We look forward to working with six commercial partners to launch the newest addition to London’s global brand.”
