please empty your brain below
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I don't live in London, but I'm in! Where can I hand over my credit card details?
Jon Jones | 12.12.17 - 7:09 a.m. | #
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I will happily chip in my £1, but only if you can share further details on the 33(!) tourist destinations within a 10 minute walk of canary wharf station!
I had never realised our East London corporate stronghold was such a tourist hub.
Tom | 12.12.17 - 7:10 a.m. | #
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How many public sculptures are there on the Canary Wharf estate? Is it 33? Selfie opportunity = tourist destination. Job done.
Andrew | 12.12.17 - 7:34 a.m. | #
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I suspect it will be the same brands currently in prime positions on the rest of the tube, so won't be much different.
Did you make the 'pet owners of Farringdon' up? In nearly 30 years of working there I've not been aware of any concentration of domestic animals, unless someone has a huge rat collection...
Steve | 12.12.17 - 7:53 a.m. | #
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@Steve nope, it's all there in the presentation!!
the orange one | 12.12.17 - 7:56 a.m. | #
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I wonder what Frank pick would have made of this. He developed and standardised Underground branding and advertising. Would he see this as evolution ?
Danny Rust | Homepage | 12.12.17 - 8:01 a.m. | #
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A further message from the Advertising Department to prospective Partners.
Crossrail will have CCTV cameras everywhere. For maximum penetration of the DG message, the cameras can link to facial recognition software which will cross-reference Facebook selfies. As someone walks into a station, messages specific to that individual will be flashed up on screens - "Morven, Don't forget to answer today's DG quiz" "Morven, Have you visited Bus Stop M yet?".
It's the ultimate in personalised advertising and available to YOU, Diamond Geezer, for only a modest £10 million extra.
RayL | 12.12.17 - 8:02 a.m. | #
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Did think of running for launch partner myself, but I suspect there'd be a little bit of colour clash so I'm backing the DG bid.
the orange one | 12.12.17 - 8:07 a.m. | #
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Crowdfunding £40 million for an entirely advert free Crossrail for 12-months is also extremely appealing.
Mark | 12.12.17 - 8:18 a.m. | #
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No, no. Boris hi-jacked it. Let us never ever forget that.
Geofftech | 12.12.17 - 8:19 a.m. | #
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You have used the word 'auction', so the minimum bid is £6.5m, given the exchange rate, it'll favour foreign bidders.
I wonder how 'Initiatives that will enhance the customer experience' will pan out?, the obvious one is handing out carrier bags stuffed with money, although giving each station a dedicated cat will appeal to others.
Still Anon | 12.12.17 - 8:40 a.m. | #
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Can we have the inevitable on-train full-motion signage changing en-route to reflect the next station - eg, approaching Bond Street = Selfridges & upscale jewellers. Some unnamed outlying town who shall remain anonymous = PeriPeriChickShack & CashConverters?
And end-of-line after midnight = local taxi firm.
JJ | 12.12.17 - 9:04 a.m. | #
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If for some reason diamond gezzer is not one of the Branded Partners..........BOYCOTT ALL WHO ARE.
BRIAN BERKE | Homepage | 12.12.17 - 9:12 a.m. | #
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I for one will be voting for DG to do this with my wallet.
However I have an alternate plan which will use the Crossrail logo, and all adverts will be "Welcome to Crossrail", "You are on Crossrail" "Elizabeth Line is an American woman, not a transport mode" etc
Kirk | 12.12.17 - 9:22 a.m. | #
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I'm surprised the phrase "you must be passionate about branding" wasn't used somewhere in the requirements for all applicants.
Alex Mckenna | 12.12.17 - 9:35 a.m. | #
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I've just been in Shanghai, where the (very efficient) metro has discovered a new advertising canvas. Between stations, there is nothing to see out the window, right? Not in Shanghai, where they have advertising videos synchronized with the movement of the train. Slightly worryingly, the technology is not quite perfect, and there is quite a bit of flicker, which bothered me, but might be dangerous for some people ...
Peter Cameron | Homepage | 12.12.17 - 9:46 a.m. | #
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@Alex Mckenna I suspect that "being passionate about branding" may not invite the clientèle that TFL want...
Jon Jones | 12.12.17 - 9:57 a.m. | #
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All spending is investment.
Wolf | 12.12.17 - 10:05 a.m. | #
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The fundamental branding issue appears to be whether it is called "Crossrail" or "Elizabeth Line". Everyone seems to be still using the two interchangeably at random (including you DG).
dg writes: Read the post again.
kev | 12.12.17 - 10:13 a.m. | #
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I really don't understand what all the fuss is about advertising on the tube. As far as I am concerned it is just £40 mm of free money for TfL. I don't tend to look at adverts on public transport anyway - usually I am engrossed in my book!
Germaine | 12.12.17 - 10:17 a.m. | #
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But ... interesting, or strange, that TfL is using the Crossrail brand -- including the word Crossrail on a purple TfL roundel.
Is there some attempt to continue to use the Crossrail brand rather than Elizabeth line? Or is it the long-term plan to use Crossrail to bring together the Elizabeth line and whatever Crossrail 2 is named come 2029-30 into a separately branded subsystem of TfL.
AlanBG | 12.12.17 - 10:28 a.m. | #
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How do they determine the preferred smartphone apps of regular commuters? Is this guess/survey work or some kind of covert sensor?
James | 12.12.17 - 10:30 a.m. | #
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CROSSRAIL LAUNCH PARTNER - BUS STOP M.
That's what we need.
Andrew Bowden | Homepage | 12.12.17 - 10:31 a.m. | #
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@germaine
this isn't advertising on the tube. crossrail is not the tube. don't forget that! its crossrail !!
Dave | 12.12.17 - 10:32 a.m. | #
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Kev - DG didn't mention it once. It's always "Crossrail".
It will always be "Crossrail". Let the rogue stickers to plaster over the line maps on the trains start to be manufactured now!
I'll gladly stick some up.
Harry | 12.12.17 - 10:37 a.m. | #
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Could have a large screen at each station (similar to Canary Wharf) with a live feed from bus stop M
scrumpy | 12.12.17 - 10:52 a.m. | #
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@AlanBG:
I think you'll find that DG has 'corrected' some of the material in the article. Compare with IanVisits: https://www.ianvisits.co.uk/blog/2017/12/11/tfl-to-charge-advertisers-39-million-for-elizabeth-line-advertising-deal/
Dave A | 12.12.17 - 11:22 a.m. | #
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I'd love to know what their station profile is for Burnt Oak!!
Maybe they could announce the next station over the music from "Are You Being Served's" opening credits?!
Cornish Cockney | 12.12.17 - 11:24 a.m. | #
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How much would this actually cost to make reality dg? I'm willing to contribute.
With x number of regular readers contributing y and x number of commenters donating z, we could bring the dg blog to tfl screens
louise | 12.12.17 - 11:24 a.m. | #
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Oh well. Another nail in the corpse of a once great TFL/LUL operation. Priorities, eh!
Just don't expect to find a tube map at Farringdon. Or certainly not one that includes Thameslink - even though you might have got off just such a service 10 seconds earlier.
Huge expenditure as usual for the Zone 1 habitués, whereas out here a mere 22 miles from Charing Cross, we can't even have a bus service that connects with the trains.
Their super-ads will be easily ignorable.
peter cummings | 12.12.17 - 11:53 a.m. | #
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Nothing really new, in the 1950-1960's I remember Dubonnet adverts in the tunnels between the stations throughout the Paris Metro.
I wish they kept Crossrail 1 and eventually Crossrail 2, I do not like the name that is being forced upon us.
John | 12.12.17 - 12:28 p.m. | #
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209 high street chain outlets within a 10 minute walk of Whitechapel? Really? I'm dubious.
martin | 12.12.17 - 12:49 p.m. | #
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@Danny Frank Pick famously reduced the amount of advertising on the tube, and standardised it with poster sites away from the actual station signage. If you look at really old photos, the walls were practically covered in ads.
The design for Crossrail (and the new Design Idiom for the tube) calls for fewer advertising sites, but in better locations (and bigger, with full motion digital screens). This means putting them in ‘dwell’ sites like platforms and escalators rather than circulation space, and having the screens face-on to the flow rather than side-on (so less ignorable).
The most interesting aspect of this document is the idea that for the first year, Crossrail will ONLY have adverts from 6 companies. No posters for local businesses, museums or West End shows. Cynically, I wonder if this has been structured this way as it may be easier to sell 6 packages rather than hundreds, especially on a line where the footfall can only be guesstimated.
Frankie Roberto | 12.12.17 - 1:34 p.m. | #
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Come on. It's not the Jubilee Line, it's the Fleet Line.
Brinley Davies | 12.12.17 - 1:51 p.m. | #
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There will be no Crossrail Two. It'll be called The William Line
Le Ver | 12.12.17 - 1:58 p.m. | #
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I love "Rural vogue" for Liverpool Street. Vogue. (I noted too that the Tesco's opposite the station, unusually for a supermarket in London, but not unusually for one in Essex, has a big offal section, with a rich array of hearts). This is what "Rural vogue" really means. Offal for Essex folk.
Dominic H | 12.12.17 - 2:13 p.m. | #
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I don't know why they bother. In my experience of public transport nowadays, most are glued to their phones.
YDU | 12.12.17 - 2:51 p.m. | #
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I’m feeling generous dg, I’ll stump up a couple of quid towards your bid 🙂
Rob Healy | Homepage | 12.12.17 - 8:52 p.m. | #
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While adverts can be annoying and patronising, they may brighten up a place. No-one has to take notice of them,
As long as they're not a safety hazard (or flash to generate an epilepsy risk), let them stay. But only as long as the money they bring in goes into public passenger transport, through TfL only.
Buses are built around their adverts - when I see a bus newly repainted (or in the past ex-overhaul) and without ads, something seems missing. Ads are part of double-deck bus design. Doesn't make me acquire those products or services!
We can't escape adverts but we can manage them down to a sensible level, and ensure they do not detract from nor obscure travel and safety guidance.
Joel | 13.12.17 - 10:02 a.m. | #
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What Joel just said. Also:
"Top multinationals are already salivating at the opportunity."
Evidence for this statement?
David | 13.12.17 - 10:17 a.m. | #
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@James
TfL can estimate the most popular smartphone used by commuters by looking at which phones connect to the WiFi in stations.
Jon | 13.12.17 - 5:39 p.m. | #
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This isn't an advertising deal, TfL are looking for corporate sponsors, who get advertising space on the side.
Jerry H | 13.12.17 - 6:17 p.m. | #
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