Aviva plc, the international savings and insurance group, will be the first advertiser to dominate an entire London Underground line.
Aviva plc, the international savings and insurance group, will be the first advertiser to dominate an entire London Underground line.
To coincide with the reopening of the Waterloo & City line from 11 September and continuing its "Forward thinking" strategy, Aviva will be taking control of all cross-track posters at an entire platform at Bank station. A further platform at Waterloo station on the Waterloo and City line will see Aviva command all cross-track opportunities to target the high number of business travellers commuting between Waterloo and Bank stations.
Ensuring it maximises brand awareness through the re-opening of the line, Aviva will also be taking over all of the 300 tube car panels in each of the five trains that operate on the Waterloo & City line - marking the first time an advertiser has dominated an entire line on the Underground.
As well as being the sole advertiser at the platforms and on the Tube car panels, Aviva will be branding the walls of the trav-o-lator at Bank station as well as the ticket gateways at the foot of the trav-o-lator in order to capture business commuters using the stations.
The Waterloo & City line has been closed since 1 April and the reopening will reveal the results of a major refurbishment carried out by London Underground to all train exteriors and interiors, along with improvements to the platforms and a fifth train running during peak service.
Sally Shire, group brand director, Aviva, said: “The new-look Waterloo & City line opening gives us a great opportunity to target the UK City audience and is part of our strategy to raise the profile of Aviva to business audiences in major international cities.”
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Enquiries:
Media:
Vanessa Booth, group media relations manager +44 (0)20 7662 2482
Hayley Stimpson, director of external affairs +44 (0)20 7662 7544
Notes to editors:
- Aviva plc is the world’s fifth-largest insurance group and the UK’s largest insurance services provider (based on gross worldwide premiums at 31 December 2005), and is one of the leading providers of life and pension products to Europe, with substantial positions in other markets around the world.
- Aviva’s principal business activities are long-term savings, fund management and general insurance, with worldwide total sales of Ł35 billion and assets under management of Ł322 billion at 31 December 2005.
- Photographs of the campaign can be downloaded from the image library at www.aviva.com