Global Wins Advertising Contract for Transport for London
Transport for London (TfL) has selected Global, the Media & Entertainment group, as its media partner for its rail advertising contract, one of the largest in the world, following a highly competitive tendering process. The eight-year contract will bring Global’s relationship with TfL to a remarkable 40-year tenure, one of the longest-running partnerships in outdoor advertising.
TfL has the largest out-of-home advertising network in the UK, used by millions of customers every day. The rail advertising contract covers 272 London Underground stations, more than 120,000 Tube car panels, 83 London Overground stations, 45 DLR stations, 39 tram stops, Victoria Coach Station and 40 Elizabeth line stations.
The partnership will bring to life a number of exciting new initiatives, including a transformational expansion of TfL’s rail estate, bringing digital advertising opportunities to every zone on the network as well as groundbreaking digital experiences, creating spectacular, immersive advertising opportunities that work in harmony with the architecture of the Underground.
Advertising is an important source of revenue for TfL, with commercial media (including advertising, commercial partnerships, brand licensing and filming and photography) bringing in more than £150m to TfL last financial year. This is reinvested back into the public transport network, helping to keep Londoners moving around the capital.
Emma Strain, Customer Director at TfL, said: “Advertising income from our estate is a vital source of funding for TfL, so it’s really important we work with ambitious and innovative media partners. I am delighted that our trusted brand and the vast, diverse audiences who interact with our huge rail advertising estate, is in the hands of Global, an internationally recognised commercial media partner. The TfL advertising estate is a unique canvas in out-of-home advertising that brings brands to our customers as they travel around the city. Working with Global means we can continue to build on what we’ve achieved to date and stay at the forefront of what advertisers and audiences want across the capital.”
Stephen Miron, Global’s Group CEO, said: “We are delighted to have been awarded the TfL advertising rail contract for a further eight years. Without doubt, this is one of the most prestigious outdoor contracts in the world and it’s testament to the quality of the team here at Global that TfL decided to continue their partnership with us. We are incredibly excited to implement the plans we presented in our submission, which we believe will make TfL the envy of metros around the globe and will present advertisers with an opportunity to be part of the greatest show under earth!”
Global and TfL have a proven track record of driving innovation and creativity, from the unique environment of the Elizabeth line through to running ground-breaking 3D anamorphic displays, digital ribbons and interconnected screens. Global’s unique data-led approach includes integrating TfL’s Wi-Fi data into Global’s systems to provide bespoke audience solutions, with further data and planning innovations set to be implemented for the new contract. In addition, all of TfL’s digital inventory is available to advertisers via Global’s pioneering digital programmatic platform DAX.
