CBS Outdoor launches cross-track projection

Several major brands have signed as the official launch partners of Cross-track Projection (XTP), CBS Outdoor's revolutionary digital media opportunity on the London Underground.

Nestle, Sky, Magners, Paramount, InBev and Dewynters have signed as the official launch partners of Cross-track Projection (XTP), CBS Outdoor's revolutionary digital media opportunity on the London Underground - a world first in terms of its screen size and sophistication.

Giant cross-track screens (the equivalent of 14 ft TV screens) will beam soundless commercial content in full motion and HD quality at 23 sites at five of the busiest stations in the capital's centre.

Piccadilly Circus, Bank, Liverpool Street, Euston and Bond Street have all been fitted with the hi-tech projectors and giant screens, each linked to a new digital advertising network enabling partners to remotely update their messages on a two-hour loop, at the touch of a button.

The partnerships will run for a minimum of six weeks from 30 June.

Sky and Nestle have opted for an all-day presence on the sites, using different dayparts and 20-minute spots in each loop to promote their distinct divisions or brands.

Sky News will use the morning slot to advertise to commuters at the time when they are most keen to stay on top of the news agenda; Sky One and Sky Movies are using the evening daypart to promote that evening's programme schedule, while Sky Sports will focus on weekends to tie in with key matches and events.

Nestle will alternate Boosted Smoothies, Purina ONE and Perrier brands.

InBev's evening daypart will engage the audience closer to the point of consumption using a bespoke creative for StellaArtois, developed specifically for XTP.

Having identified evening commuters as their key audience, Magners will from early evening to midnight run four sets of pieces of creative, with a different one featuring in each loop throughout the evening.

Paramount is running new film release promotions beginning with Kung Fu Panda and followed by Love Guru.

The Dewynters creative will promote one of several key London shows during the day including Mamma Mia, Avenue Q, Spamalot and Wicked.

Tim Bleakley, Managing Director Sales and Marketing of CBS Outdoor, commented: "The introduction of XTP is a landmark event for London media - I have no doubt in my mind that it is the single most significant media launch since Channel Five.

"It's the medium for the capital - cutting edge, capturing and captivating consumers and offering outstanding flexibility for advertisers.

"This launch has been three years in the making, working with best in class partners and consulting the industry every step of the way".

XTP is the highest spec and most cutting-edge projection system in the world.

Designed specifically for the Tube environment in conjunction with Digital Projection, XTP's HD capabilities in addition to the quality of the projection means that the image brightness and overall quality of presentation is superior to anything else that is currently available on the market.

To date CBS Outdoor have installed across the London Underground 1,034 digital screens, including 181 LCD screens, 830 Digital Escalator Panels and 23 XTP screens.

In total, CBS Outdoor's GBP72 million investment programme will see the installation of 2,000 digital screens across the Tube network, including 150 XTP screens.

It is anticipated that by the end of 2008 the programme will be between 95-100 per cent complete.

CBS Outdoor's sound-less screens are all linked to a new digital advertising network enabling messages to be changed remotely and instantaneously, at the touch of a button.

CBS and London Underground trialled Cross-Track Projection at Euston station on the Victoria line platform in 2007.

In total, CBS Outdoor's GBP72 million investment programme includes the installation of 2,000 digital screens across the Tube network.

To date, 1,034 digital screens have been installed, including 181 LCD screens, 830 Digital Escalator Panels and 23 XTP screens.

In addition all non-digital sites are currently being replaced with a pioneering new material (dry-posting) which allows all internal posters to be recycled, removing the need for glue and avoiding 96 tonnes of paper going into landfill every year.

CBS Outdoor is the leading transport advertising company in the UK, managing advertising sales on the UK's buses, trams, London Underground, DLR, and national rail.

The company operates in five other European markets, South America and China and is part of media and entertainment giant CBS Corporation.

CBS Outdoor was awarded the 1.5bn contract to manage advertising on the London Underground in June 2006.

CBS Outdoor has recently made its first move into retail by securing the GBP58m contract to manage the advertising at Westfield London, London's largest ever luxury shopping complex.

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