British Airways Takes Over Waterloo Station

British Airways has become the first advertiser to completely take over the outdoor advertising space in London’s Waterloo station.

The campaign, booked by Zenith Optimedia, will last for one month and will include ads on escalator panels, a banner surrounding the Eurostar entrance and corridor freezes.

A spokeswoman for British Airways, commented: “This campaign reflects a change of tactics in our approach to marketing. We are moving away from traditional media such as television and instead we are trying to reach people in their everyday lives.”

The ad campaign, supports the role out of British Airways’ new range of low fares, which directly compete with Eurostar’s offering. The outdoor placement around the Eurostar entrance is believed to be a highly targeted way of reaching European travellers.

A spokeswoman added: “We will be using a range of different media channels and new methods to connect with consumers, such as advertising on cash machines and transvision advertising.”

Out of home advertising saw billings increase by 2.5% year on year during 2002 to reach £687 million, according to the latest report from outdoor buying company, Blade (see Out Of Home Billings Grew By 2.5% During 2002).

British Airways: 0208 738 5100 www.britishairways.com

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