News

October 2007

CBS Outdoor is working with the Evening Standard on a bespoke £1 million outdoor campaign to coincide with the relaunch of the newspaper.

From 8th October, The Evening Standard will be dominating a number of CBS Outdoor’s key sites on the Underground as part of a year long campaign to specifically target commuters on their journey home. Using its Digital Escalator Panels (DEPs) at five main interchange stations CBS Outdoor has created a bespoke time-sensitive package allowing The Evening Standard to target commuters from 3-7pm as they’re making their way home. The copy on each of the DEPs will be updated electronically allowing The Evening Standard to present up to the minute headlines of the latest news running in the paper. Key stations at Charing Cross, Euston, Paddington, Liverpool Street and Victoria have been selected to catch commuters as they make their way from the Tube to the main national rail service, and drive people to the newsstands.

In addition to the DEP activity The Evening Standard will be dominating CBS Outdoor’s LCD screens at eight major stations. Advertising on the screens is usually sold in sections, with four advertisers rotating on one screen every five seconds. However, unusually As part of the year long campaign however The Evening Standard will be the only solus advertiser on the each of the screens, giving them complete domination of the sites.

Nicky Cheshire, Sales Director of Alive at CBS Outdoor commented: “The campaign with The Evening Standard is an excellent example of the tactical communication that the DEPs and LCDs screens offer in reaching consumers on the move. By running the campaign at major interchange stations they’re able not only captivate consumers but also capitalise on the exact time of the day when people are making their journey home and thereby increase footfall to the vendors.”