Viacom Refreshes Tube Travellers With Highland Spring

Viacom Outdoor has secured a sponsorship deal with Highland Spring and VisitScotland to launch a water sampling initiative 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 throughout July.

The initiative, which was created by Viacom Outdoor’s Impact team, is being supported by a range of illuminated 6-sheets, long postings and the domination of 5 Ways Corner at Oxford Circus.

Commenting on the campaign, Impact’s sales manager, Justin Stark, comments, “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.”

Malcolm Roughead, director of marketing for VisitScotland, added: “We want to project a soothing image of Scotland and encourage people to escape urban pressures. The campaign highlights Scotland’s unparalleled beauty and positions it fantastically against a busy London commuting environment.”

Viacom Outdoor recently secured Proctor & Gamble’s Ariel brand for an innovative advertising and sponsorship campaign that will dominate Southfields and Waterloo Tube stations during this year’s Wimbledon tennis championships (see Viacom Outdoor Cleans Up With Ace Wimbledon Campaign).

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

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