TfL to Boost Ad Revenues with New Tide of Brand Experiential Activity
With the aim of capitalising on the trend of increasing ad spending amongst marketers, Transport for London (TfL) is ramping up its recruitment drive to woo advertisers to invest in innovative experiential campaigns across the tube network.
TfL hope to boost campaign diversity on the Underground, with promotional activities that span exhibitions, sampling events and pop-up stalls.
While TfL has carried out similar initiatives in the past, transport chiefs claim they will now endeavour to work closer with advertisers to ensure their marketing campaigns have a "fresher", more "interesting" appeal to catch the interest of commuters.
The London Underground has now launched a tender process for two-year experiential marketing contracts at more than 58 stations across the capitol, including Waterloo, Oxford Circus and Angel. Although previous experiential promotions they've carried out have been focused at the bigger stations, TfL now wants to highlight the broader tube network as one of "the best places for experiential".
Lead for Advertising Strategy at TFL, John Pizzamiglin, has stated that their renewed push for experiential investment stems from the advertising industry becoming more "sprightly" over the last 12 months, leading to major brands such as Colgate-Palmolive spending more on tactical campaigns at tube stations.
This latest move comes as part of a broad strategy - for the past two years TFL management have been keenly reassessing how they can generate more revenue from their ad inventory.