Action stations – rail advertising reaches the digital age
David McEvoy, marketing director of JCDecaux UK, explains why advertising will be very much in the fabric of the building at new train stations in the UK…
British Rail and the ‘Age of the Train’, ‘Let the Train take the Strain’ and finally ‘We’re Getting There’. As an advertising proposition it suffered the marketing trap of over-claim as investment in the system and infrastructure failed to match the hyperbole . But roll forward 25 years and there is a new golden age of investment in rail infrastructure both to cope with the increasing passenger numbers and as a government aim for more greener forms of transport.
The investment in train capacity with line electrification, new high speed train links and longer platforms to accommodate new trains is just part of the story though the HS2 decision certainly made the headlines. The other part of the story is the huge investment in new stations and station refurbishments. Taking a leaf from the transformation of the airport terminal such as Heathrow T5, way-finding, customer experience, the retail offer, communications and information and indeed the advertising proposition is changing. And that’s the Action Stations programme.
The interesting part of this programme is the invigorated role that advertising or communications now plays in the mix. In prior years advertising was a retro-fit of posters put in to gain revenue for the transport authority. A definite ‘more is more’ strategy was followed where the more advertising sites you could cram in the higher the revenue. For the passenger it meant clutter and competition to way-finding and retail signage. For the advertiser it meant an inability to stand out and a lack of cut through with a valuable affluent consumer. Today advertising in transport hubs is seen as a major addition to the passenger experience if it is done well. Entertainment, a sense of theatre, engaging communications and an ability to connect.
In Euston, which just happens to also be the head office of Network Rail and the closest rail terminus to medialand, we started the programme with a ‘less is more’ approach. One large gateway site allowing a brand to dominate. A digital screen with content next to the departure boards providing movement, information and an ability to captivate. An all round experience that we call Euston-motion, where nine screens provide a wrap around of connected and interwoven content. And an immersion zone where the ability to wrap an area complete with digital signage allows the passenger to be immersed within the advertising. The Euston showcase shows what can be done when the transport authority, in this case Network Rail, makes advertising integral to its development plans.
And as Waterloo starts to be regenerated with a new mezzanine floor for the retail offer, allowing a free flowing and more spacious concourse – advertising is part of the invigoration of the offer. A new immersion zone, two digital screens next to the departure boards and a dominating gateway site. Again a very much less is more strategy that is right for the passenger and right for the advertiser. And so Burberry live streamed their London Fashion show to the screens at Liverpool Street, Dove added Valentine tweets, texts and facebook comments as a very public celebration at Victoria even sign posting it in the Evening Standard and on Channel 4.
And now when the new stations at Cannon Street, King’s Cross, Birmingham New Street and London Bridge are being developed the advertising will be very much in the fabric of the building. And with 36% more passengers expected to move through the station network communicating and engaging with this audience is progressive, integrated and connected with their journey. Lights, camera… Action Stations.