Transport chiefs set to allow Tube station sponsorship

by Colin Marrs, Campaign 03-Dec-08, 07:00

LONDON - London's transport body could reap millions of pounds in extra revenue from lifting its ban on Tube station sponsorship, it announced today.

Transport for London announced that it is looking for an agency to help it with ideas to raise more money from advertising.

And it said that one option already being looked at is to lift the historical policy of not allowing Tube station sponsorship.

Speaking to Campaign, TfL's group marketing director, Nigel Marson, said: "One could imagine that a business like Selfridges or Harrods would put a value of hundreds of thousands of pounds on the sponsorship of their nearest station.

"It would not take many of those deals to reach a figure in the millions."

Marson said other options included sponsorship for road safety initiatives, and the sale of real-time travel information to sat-nav companies.

The thinking signals a new direction in advertising policy for TfL, following the election of Boris Johnson as Mayor earlier this year.

The ad agency selected by TfL as a partner will help develop more ideas to optimise ad revenue, as well as pricing the suggestions.

Marson said: "The trick is valuing the opportunities properly. We are spending taxpayers' money in order to reap more money to plough back into investment, so we must get best value."

TfL has published an OJEU notice and Marson said he anticipated the agency will be in place by March 2009.

Comments

Will Callaghan - 03/12/2008

Oh yeah right, I've heard it all now. The tube is valuable public service and should be funded as such. It's not something that can be flogged off to all and sundry. Whatever next? Chancery Lane tube sponsored by The Griffin?

Kelly Farrell - 03/12/2008

If it lowers my fare into work every day, I'm a fan. However, the sad truth would probably be that they would earn millions in sponsorship and give nothing back to the commuter.

Will Humphrey - 03/12/2008

That's brilliant. Made me chuckle. Swiss Cottage should either be sponsored by Boursin, a clockmaker or Toblerone.

jezwaspsrule - 03/12/2008

ITV already sponsors the Griffin doesn't it Will? Certainly funds it to a degree

Will Callaghan - 04/12/2008

I believe it does yes. And Men's Health used to sponsor the "Euston Bar and Grill" back in the Rodale days. Swiss Cottage ought to be sponsored by the evil smelling restaurant directly outside (anyone know the name) that made Mrs Will hurl into a bin while she was pregnant. She hardly broke her stride.