Earl’s Court Tube Station Transformed Into Glade

Viacom Outdoor has secured SE Johnson’s Glade brand as the six-figure sponsor of Earl’s Court Tube station, in a deal designed to coincide with the Ideal Home Show.

The sponsorship, which was arranged through Viacom Outdoor’s special projects team, will use a range of ad formats including long-postings, 4-sheets, 6-sheets, 12-sheets, window vinyls and escalator panels to help Glade take-over the entire station for the duration of the exhibition.

It is estimated that the Ideal Home Show, which runs from the 13 March to 6 April, attracts around 400,000 visitors, the majority of which arrive by Tube.

Last month British Airways became the first advertiser to completely take over the outdoor advertising space in London’s Waterloo station. The campaign, booked by Zenith Optimedia, included ads on escalator panels, a banner surrounding the Eurostar entrance and corridor freezes (see British Airways Takes Over Waterloo Station).

The initiative followed the publication of a study, which claims that advertising on the London Underground directly influences tube travellers to buy products (see Underground Ads Influence Tube Travellers).

The latest figures from the Advertising Association show that outdoor was the fastest growing sector in the three months to December 2002, with advertising expenditure increasing by 15.5% to £188 million. For the year as a whole the sector saw adspend improve by 1.9% to £690 million, as advertisers returned to using posters and billboards in force (see Outdoor Growth Boosts UK Adspend During 2002).

Viacom Outdoor: 020 7482 3000 www.viacom-outdoor.co.uk

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