Viacom Outdoor Brings SMS News Headlines To Commuters
Viacom Outdoor is launching a series of special advertising sites on the London Underground to provide commuters with breaking news headlines via SMS technology.
The strategic campaign, which begins this week, has been created by Viacom Outdoor’s Impact team and MediaVest to establish The Evening Standard as a “must read” for commuters on their way home.
Sixteen specially chosen 6-sheet sites across the London Underground network will feature an LED display carrying headline news and promotional details from Associated Newspaper’s Evening Standard. The units can be remotely updated using SMS technology and will change throughout the day as the news breaks.
Over 300 ticket gateways (see Viacom Outdoor Launches Ticket Gateway Advertising) at 11 major stations will be used in conjunction with specific station sponsorship to promote the Evening Standard at point of sale. Advertising domination of High Street Kensington Tube station will complete the campaign.
Commenting on the initiative, Richard Hartnell, board account director at MediaVest, said: ‘This campaign unites two great London icons – The London Underground and The Evening Standard in an innovative way. It positions the paper firmly within the fabric of London and makes it unmissable for the capital’s commuters.”
The campaign to promote the The Evening Standard comes just weeks after news that Richard Desmond is planning to launch a new free-sheet newspaper for London, called The Evening Mail (see Desmond Plans To Launch New Evening Paper For London).
Desmond is expected to unveil the title, which would compete directly with The Evening Standard, within the next few months. However, Associated Newspapers is readying itself for the increased competition and is reportedly considering the launch of a tabloid competitor to Desmond’s Daily Star (see Associated To Rival Desmond’s Star With Tabloid Launch).
Viacom Outdoor: 020 7482 3000 www.viacom-outdoor.co.uk
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