TfL tenders London Underground experiential contract

London Underground has launched a tender process for the seven-figure, two-year experiential marketing contract for its estate, currently held by outdoor media owner JCDecaux.

The winning bidder will be responsible for marketing, managing and operating activities for clients within the London Underground network and will have exclusive rights to sell sampling, leaflet distribution, events and exhibition opportunities.

The contract will start on 1 January 2011 and last for for two years, with an option for a year's extension. London Underground is holding the tender because the current contract finishes at the end of December.

London Underground said the successful concessionaire must have a proven track record in delivering experiential marketing within high-footfall controlled environments, such as railway stations and airports.

The contract includes providing a telephone booking system for clients, a promotional website for opportunities across the London Underground estate and project management of the logistical requirements of clients, and to process approvals from London Underground.

Interested parties have until 11 August to submit an outline of their organisation and detailed evidence that they are able to deliver the service.

Outdoor media owner Titan Outdoor retained the experiential contract for London Underground in January 2009, but later hit financial difficulties. The assets of Titan Outdoor were bought by JCDecaux in January this year.

Titan first won the contract in 2006, after pitching against three companies including the incumbent, Carlson Marketing, and Media Initiatives Group.

A spokesman for JCDecaux confirmed it would repitch for the contract.

CBS Outdoor has the contract for advertising on London Underground. The eight-and-a-half-year contract, which is believed to be the largest outdoor contract in the world, began in August 2006.

Source: Media Week,  Picture credit: Ian Bottle

Nissan shifts marketing budget to experiential projects

LONDON - Japanese car manufacturer Nissan is shifting its communications strategy away from traditional advertising, towards a greater emphasis on experiential marketing.

Nissan: shifting to experiential projects

 

It follows the marque's decision to become the official automotive partner of The O2, replacing BMW, and the announcement that it is to set up an interactive brand centre at the East London venue.
Speaking exclusively to Marketing, Nissan GB managing director Paul Willcox questioned the effectiveness of conventional advertising as a way of engaging potential customers.
He said: "Obviously there is still a requirement for traditional media, but we will continue to shift our spending to deliver results most efficiently. It is about actively, rather than passively, engaging with consumers."
Nissan will use its three-year presence at The O2 to promote its forthcoming electric vehicle, Leaf, which goes on sale in the UK in March 2011.
Branding and advertising on the interior and exterior of The O2 will focus on the Japanese marque's Qashqai model, as well as its forthcoming smaller crossover vehicle Juke, which rolls out in September.
Willcox said Nissan, which uses TBWA in the UK for its advertising, will use the brand centre as a hub for future marketing campaigns: "The brand centre will be the focal point for marketing around electric vehicles. There is a big education job to be done with electric cars, so The O2 will help with network training and signing up brand advocates."
He added that the marque would look to regularly revamp The O2 brand centre, which opens its doors in July, to ensure that consumers are not offered a "static experience".

Source - www.marketingmagazine.co.uk

Burger King packaging draws inspiration from Warhol

Burger King is overhauling its packaging and introducing a design inspired by Andy Warhol's Pop Art movement of the 1950s.

Burger King: looks to Andy Warhol for inspiration

The new design will roll out across Burger King's European markets with immediate effect and is planned to be in place by the end of 2010.
Sarah Power, marketing director, UK and Ireland for Burger King, said: "Taste is king at Burger King and our bold new packaging is yet another example of Burger King's commitment to quality and innovation throughout the world.
"Coupled with our 20/20 restaurant design, this packaging is helping us to reinforce our taste advantage."
The new packaging draws inspiration from the Andy Warhol Pop Art movement of the 1950s, the decade which also saw the world’s first Burger King unveiled in Jacksonville, Florida.
Burger King says that although the new design is based on the classic era, the new packaging designs are modern with a focus on the appeal of Burger King's menus.
The packaging has also been designed to minimize the use of copy, which makes it easier for Burger King to adopt it to international markets.
Burger King operates in 74 countries. Around 90% of Burger King restaurants are owned and operated by independent franchises.

Source - www.marketingmagazine.co.uk

PSP Tagged

On the train a while ago and came across a PSP tag.

Travel brands seize on ash cloud flight chaos

Premier Inn, National Express and Virgin Trains are among the brands preparing tactical activity as British Airways gears up for strikes, and volcanic ash continues to cause flight restrictions across the UK and Europe.

Virgin Trains' £6m ad push, by MCBD and Elvis, attacks the ‘hellishness' of other forms
of transport, showing people transformed into ‘frustrated zombies' by traffic jams and queues at airports. The print, outdoor, radio and digital campaign breaks next week.

Separately, Whitbread-own­ed hotel chain Premier Inn is rolling out its latest tranche of activity featuring comedian Lenny Henry. In a departure from previous campaigns, which have promoted features of its hotels, the work seeks to convince consumers to take a holiday at one of its UK outlets.

Steve Conway, head of marketing at Premier Inn, said the flight disruption had been ‘beneficial' for the brand and was its ‘biggest opportunity' to tap into the leisure market.

Meanwhile, coach and rail operator National Express is preparing a fresh wave of communication targeting dis-gruntled fliers.

Source - Marketing Magazine

Puma Mihara Yasuhiro

Nav has a rather large collection of Puma Mihara Yasuhiro's. He's on 36 pairs so far!

This is our first blog!

It's been a long time coming but our blog is finally here. We're excited about posting the latest news on experiential campaigns we produce and whats happening at PSP.