Digital Transformation

New Era OOH campaign directs Underground commuters to JD Sports flagship store

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By John McCarthy | Media editor

November 24, 2015 | 3 min read

New Era has initiated an out-of-home advertising campaign directing Londoners to JD Sports to snap up its unique range of Major League Baseball branded hats.

The sports headwear brand will run an ad campaign in the London underground putting forward its “This is the Cap” campaign with Major League Baseball and JD Sports.

Exterian Media has ran ads from the campaign in tube stations in close proximity to the JD Sports store on Oxford Street with creative booked for Oxford Circus, Covent Garden, Piccadilly Circus and Leicester Square tube stations.

Rohit Naidu, marketing manager EMEA at New Era, said: “The campaign speaks of New Era’s longstanding partnership with Major League Baseball while adopting a lifestyle approach to its imagery.

"Exterion Media has vast experience in delivering a targeted message to the right audience and we’re looking forward to seeing the results of these efforts.”

Jason Cotterrell, managing director at Exterion Media UK, added: “This is what out-of-home is all about – reaching the right people, at the right place and time.

“It’s great to see that New Era are capitalising on the power of our London Underground network to help raise awareness and drive potential customers to the newly opened JD flagship store.”

The two week campaign will also campaign deploys a range of traditional and digital media in the stations.

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