Transport for London (TfL) is offering businesses a first-of-its-kind opportunity to sponsor an entire Tube line, opening up a new frontier for experiential marketing.
London’s transport authority is promoting a sponsorship opportunity for the Waterloo & City line. Despite being the shortest Tube line, TfL said it offers brands exposure to millions of professionals and decision-makers who travel the route each year.
TfL added that the sponsorship goes “far beyond” a typical media opportunity as it provides full-line brand, from moquette seat fabric and signage to maps and experiential spaces, all set in the heart of London’s business district.
It has also confirmed that the line will not be renamed, nor will a sponsor’s name be used as a prefix, even if a partner is secured. Talks remain at a very early stage.