Transport for London (TfL) is looking for six advertisers to become exclusive launch partners for the opening of the Elizabeth line next year.
For a minimum of £6.5m for a 12-month deal, each sector-exclusive brand can expect access to inventory across 10 stations, including large and small-format digital screens and new digital escalator ‘ribbons’.
Additional opportunities for “bespoke and immersive brand campaigns” such as pop-ups will also be considered, at a cost.
“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,” said Graeme Craig, director for commercial development at TfL.
“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.”
It’s the first time TfL has created an advertiser package like this. Advertising across the network brought in £142m in revenue last year and it hopes the fact that advertising space was put front of mind when it came to the design and build of the new Elizabeth line stations will entice brands to invest.
The tender is due to open to brands in February 2018 before the six launch partners are confirmed in autumn 2018.