First Brands On XTP Revealed

Viacom Outdoor has confirmed the names of the first five brands to use its London Underground cross-track projection system, XTP, which will trial at Euston from March. The “pioneer partners” will be: Becks, DHL, Transport for London, Total Media and Tropicana.

Andy Neal, brands director at Scottish Courage, which owns Becks, described it as an “exciting new medium”, continuing: “London Underground’s sophisticated young audience coupled with the creative opportunities that a moving image offers will add depth and impact to our current print and poster campaign.”

Just before Christmas XTP was demonstrated to around 150 agency, specialist and client viewers at the disused Aldwych tube station. To demonstrate the moving image technology, ads from campaigns devised for the Swedish underground system, London’s City Airport and adapted TV executions were used.

Viacom began seeking clients for the new system in October (see Viacom Launches XTP Packages), offering a range of incentives for the first to sign up including priority access, markeing and PR support and access to research from the live trial. It aims to recruit up to ten “pioneer partners” for the first 12 months of the project.

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

Subscribers can access ten years of media news and analysis in the Archive