Global Unveils ‘The Greatest Show Under Earth’

Global, the Media & Entertainment group, has launched its new eight-year advertising contract with Transport for London (TfL) by announcing the biggest transformation of the London Underground’s advertising estate in its history.

Revealed at a show-stopping launch event at London’s Outernet, Global set out its vision for making the TfL network 'The Greatest Show Under Earth'.

The media owner will install more than1,000 new digital screens, roll outworld-first immersive formats, and launch Access All Audiences- a pioneering new audience planning and measurement tool to supercharge outcomes for advertisers.

By fusing depersonalised TfL data with data from industry-leading sources including TGI, IPA, TouchPoint and YouGov, Access All Audiences shifts outdoor advertising from panel-based to audience-based planning - increasing the efficiency and effectiveness of campaigns by enabling more targeted, data-driven marketing.

As well as investment in ad tech and data, Global has unveiled an extensive enhancement of its digital and print assets on the TfL estate, helping advertisers connect with hard to reach audiences with high-impact, contextually relevant creative.

From the development of next-generation tunnel wraps on the Elizabeth line, to a revamp of Waterloo’s travelator, the new assets are designed to immerse, inspire and move Londoners like never before.

Digital upgrades include:

- 1,000 new small format digital screens across all nine zones for the first time, tripling the network’s D6 estate.

- 150 HD full-motion, 3D enabled D12s.

- Nine new Digital Gateways and five new sets of Digital Escalator Panels.

In a world first, Global is developing brand-new digital tunnel wraps to enhance the eye-catching architecture of the Elizabeth line. This would see four incredible ten-meter-long LED screens curving from one side of a tunnel to the other, allowing commuters to be immersed in full-motion campaigns. Working closely with TfL, the steps to develop this concept into a reality are now underway.

At Waterloo tube station, Global is set to transform the station’s 160-meter-long travelator into a multi-sensory experience featuring eight massive, digital screens, combining sound, 3D visuals, scent and motion - a large format canvas that will surprise and delight every passenger.

The entire upgrade is underpinned by sustainability - from solar-powered screen assembly to carbon-neutral materials and modular screens that can be repaired easily.

Emma Strain, customer director at Transport for London, said, “To travel on the tube or Elizabeth line is to be surrounded by all the wonderful creativity, innovation and excitement that drives this global city. Today we’re marking a partnership that will see the most ambitious digital expansion our network has ever seen, combining ground breaking creativity with cutting-edge technology and data.

“Together with Global, we’re proud to play a part in shaping the cultural heartbeat of the capital and I can’t wait to see how our customers and those advertising on our network see these latest enhancements to our world-leading advertising estate.”

Mike Gordon, Global’s chief commercial officer, said, “Today we revealed a bright vision for outdoor advertising on the London Underground, a long-term investment strategy, and a commitment to tech and data innovation that will deliver more efficient and effective outcomes for our advertising partners. Everything we’re doing is part of a commitment to make the Transport for London network The Greatest Show Under Earth and I think the Waterloo travelator and the digital tunnel wraps have the potential to be a huge attraction and people will visit just to experience them.”

Chris Forrester, managing director of commercial outdoor at Global, added, “Since the launch of the world’s very first underground railway in 1863 Londoners have always looked to the Tube to tell them what’s going on, what’s new, and where they need to be. The corridors and carriages of the London Underground aren’t just ad space - they’re a part of the very fabric of London life and a creative canvas for advertisers. Global’s vision is to transform the everyday commute into an extraordinary experience that immerses, informs and inspires.”