Channel 4 Outdoor – For NYE


11.59pm, 2011. Most readers – and definitely the author of this blog – had eyes on the skies, Big Ben or the bottom of a glass. Anything, in fact, to avoid having to look at Jools Holland.

But those people travelling between around central London on New Year’s Eve (and the hazy hours of New Year’s Day) wouldn’t have been able to miss Channel 4’s takeover of the tube, which saw them use all of CBS’s 1,420 HD digital screens on the Underground network to promote their January highlights as well as the channel’s famous faces. The campaign was made by 4Creative, Channel 4’s in-house ad agency, and planned and booked by OMD and Posterscope:

But that was only the beginning. Using escalator panels, LCD panels and cross-track projection screens, Channel 4 showcased exclusive New Year’s Eve content featuring a host of famous Channel 4 faces, with 40 second ‘Party Carriage’ digital films through to the early morning on January 1st 2012.

If you missed the films – or your memories of them are more hazy than usual – then The Guardian are hosting one of the Party Carriage videos right here.

And in related news, it was announced on 4th January that CBS Outdoor will retain responsibility for all adverts on the London Underground network through TfL’s commercial advertising concession. Media Week had previously reported a difference of views on the contract between CBS and London Underground here and here.

But it seems these disagreements have been put aside. Graeme Craig, commercial development director at TfL, said:

“Following discussions with CBS Outdoor we have reached a comprehensive agreement that sees CBS Outdoor continue to run the commercial advertising concession for London Underground. We are delighted to be maintaining our long and successful relationship with CBS Outdoor.”

Antonio Alonso, chief executive of CBS Outdoor International, added:

“We are pleased that our partnership will continue on what is undoubtedly the best outdoor advertising estate in London and we look forward to working closely with TfL and London in the exciting lead up to the London 2012 Games and beyond.”


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