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Digital Digital UK

Digital UK wraps London Tube Train to inform passengers of digital switch over

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By The Drum Team, Editorial

January 16, 2012 | 1 min read

CBS Outdoor has announced a partnership with Digital UK to raises awareness of changes taking place to broadcasting.

The partnership, planned by MediaCom, saw a tube train on the Central Line of the London Underground wrapped in Digital UK’s pink livery, as well as turning the windows into TV screens, and information being placed on every door.

The train will be used to convey messages to passengers to convert their analogue sets, and to inform Freeview viewers to retune their equipment ahead of London’s digital switchover in April.

The switchover campaign itself will included additional creative campaigns on London buses, with 600 T-Sides, 1,000 supersides and interior bus panels targeting commuters with key digital switchover messaging.

Beth Thoren, director of communications for Digital UK, said: “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. Branding the entirety of a Central Line train provides huge impact, helping to spread the word and generate interest in switchover from Ealing to Essex.”

Digital Digital UK

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