Viacom Brings Highland Spring To London Underground

Viacom Outdoor has secured an innovative sponsorship deal with Highland Spring and VisitScotland that will see a water sampling initiative launched to prevent passengers overheating on the London Underground.

The campaign, dubbed Scotland Underground, will see 300,000 bottles of specially branded Highland Spring mineral water handed out to thirsty tube travellers at Oxford Circus, Piccadilly Circus, Liverpool Street and Victoria Tube stations over the coming weeks.

The initiative, which was created by Viacom Outdoor’s in-house Impact team, will be supported by the domination of the exit corridors at Oxford Circus Tube station and a series of long posting across the entire London Underground network.
Commenting on the campaign, Impact sponsorship manager, Nicola Shubrook, said: “It’s great to work with clients to extend an advertising opportunity and create a campaign that truly interacts with passengers. The creative works really well alongside the water sampling, which is always a winner with Tube passengers during the summertime, when it can be hot underground.”

Sally Stanley, marketing director at Highland Spring, added “Almost 63% of the London population drink bottled water and the aim of this joint campaign is to give commuters a taste of Scotland and highlight both its sheer beauty and the natural source of Highland Spring.”

Last month Viacom Outdoor secured Proctor & Gamble’s Ariel brand for an innovative advertising and sponsorship campaign that dominated Southfields Tube station during this year’s Wimbledon tennis championships (see Viacom Turns Southfields Tube Into Tennis Court).

The latest figures show that the outdoor advertising industry continued its recent growth spurt in the first quarter of 2004 with revenue increasing by a solid 9.1% year on year to more than £184.5 million. Forecasts suggest this growth will continue throughout 2004 with adspend expected to rise by a healthy 8.7% this year (see UK Adspend Expected To Show 4.8% Increase In 2004).

Viacom Outdoor: 020 7478 5240 www.viacom-outdoor.co.uk

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