Piccadilly Circus Tube station has been renamed to mark the arrival of Star Trek: Picard, Amazon Prime Video’s much anticipated new series in which Sir Patrick Stewart returns to the role of Jean-Luc Picard after an 18 year absence.
Debuting in the UK and 200 other countries on January 24th, the series is set 20 years after Picard’s last appearance in the movie Nemesis and finds the retired former Star Fleet Admiral ready to embark on the next chapter of his life.
The show features guest appearances by fellow Star Trek: The Next Generation cast members Brent Spiner (Data), Jonathan Frakes (Riker) and Marina Sirtis (Troi).
To mark its arrival, Piccadilly Circus has been renamed “PICARDilly Circus” for 48 hours, complete with tie-in roundels in the ticket hall and on platforms and newly created signage and posters, inspired by the series, installed throughout the station.
Passengers will also hear new public service announcements advising them to “take care when using stairs, escalators or transporters” while travelling through the station.
There’ll also be “high-impact” takeovers of platforms and corridor spaces, delivered by TfL’s advertising partner Global, for the next two weeks.
Julie Dixon, TfL’s Head of Customer Information, Design and Partnerships, said: “We’re thrilled to partner with Amazon Prime Video to create this exciting takeover of one of London’s most well-known Underground stations to celebrate the launch of Star Trek: Picard.
“The Star Trek franchise is a global sensation and we’re excited to mark this next chapter in a creative and engaging way that connects with tens of thousands of people.
“We hope that the out of this world activity has brought a bit of unexpected fun to our customers and that they boldly go on their commute, young or old.”
Mike Gordon, Chief Commercial Officer at Global, added: “This clever campaign is a perfect example of how brands can harness the power of outdoor to create experiences which capture the attention of audiences at key moments of the day.
“For example, many commuters will be streaming video whilst travelling to work, or they may be heading home and considering diving into a new series.
“This dynamic activation will help drive awareness and fame for this much-loved franchise and we look forward to seeing how commuters respond.”