First Sponsor Of London City Airport Light Railway

Bank of Scotland Corporate, in a deal brokered by Viacom Outdoor, has become the first sponsor of the new Docklands Light Railway station at London City Airport, following the opening of the airport DLR link at the end of 2005.

Bank of Scotland has developed a brand domination campaign at the DLR London City Airport interchange to promote its “Look at Things Differently” banking offering to business travellers flying in and out of the airport. The DLR link is one of the main gateways for commuters travelling to and from London.

Creative for the campaign will continue with the current “Head for Business” visual and copy to reach the key target market of finance directors and managing directors of companies with turnovers in excess of £1 million.

The campaign will run for six months and will be completed on the 4th September and will be supported by brand activity at London City Airport, London Underground, and national press activity running from September to November. The media agency was Feather Brooksbank and the out-of-home media agency was Posterscope, with creative by T3.

Justin Stark, head of impact at Viacom Outdoor said: “We are absolutely delighted to have Bank of Scotland on board for this inaugural campaign at the London City Airport DLR station. It’s particularly exciting as we have yet to develop any permanent advertising inventory here, which means that Bank of Scotland will benefit from a solus presence within this prestigious property. This will deliver maximum standout and a true media first to capture 100% of the audience on the move.”

Viacom: 020 7478 5240 www.viacom.co.uk