CBS Outdoor UK has announced that it has launched a fully branded London Underground tube for the first time, which will celebrate 150 years of the Underground and run on the Metropolitan line throughout 2013.
Two carriages will also be dedicated to depicting a local’s love of London, promoting the CBS Outdoor UK #lovingldn campaign which is due to start soon; while all carriages will look to showcase areas of work, shop and play in London.
Simon Harrington, marketing director at CBS Outdoor UK, said: “Being a part of these celebrations is amazing, there is so much history steeped in the Tube and London Underground, and we have a long history ourselves in engaging the traditionally hard to reach but valuable and hyper-connected London audience.
“This campaign is a great way to reach out to Londoners as they go about their daily lives. We have regular interaction and unique access to this group which gives us an unprecedented level of engagement and understanding of the London audience. The theme of the campaign also fits nicely with our research arm, the work.shop.play panel, which provides us with insights into the behaviours and opinions of London’s urban audience.”
The creative was designed in collaboration with Clinic.