The British commercial broadcaster Channel 4 is to take over CBS Outdoor’s entire digital estate in central London for New Year’s Eve, in another demonstration of digital out-of-home’s ability to deliver advertising campaigns tightly wedded to a special event.
Hundreds of thousands of Londoners traditionally flock to the city’s heart, and particularly to Trafalgar Square, to see in the changing of the year. So, throughout New Year’s Eve and into the early hours of New Year’s Day, a campaign planned and booked by Posterscope and OMD will run on 1420 CBS Outdoor screens in centrally-located London Underground stations.
It will use digital escalator panels (DEPs), LCD panels and cross-track projection screens (XTPs), and feature the stars of Channel 4 programmes The Bank Job, New Girl, The Mash Up and Alan Carr’s New Year’s Eve Specstacular.Said Jason Cotterrell, country director at CBS Outdoor UK: “Channel 4’s domination of our entire central London digital estate demonstrates the creative flexibility, high impact, and audience reach our screens can offer. This will allow the broadcaster to engage with huge volumes of revellers travelling on the London Underground on New Year’s Eve.”
www.cbsoutdoor.co.uk
www.omd.com
www.posterscope.com
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