Exterion Media and Microsoft immerse commuters in new King's Cross Underground tunnel
Exterion Media has announced a partnership with Microsoft to wrap the length of a new tunnel at King’s Cross. Microsoft is promoting its Surface Pro 3 tablet and the artwork, set around the slogan ‘The tablet that can replace your laptop’, will follow passengers as they journey through the tunnel.
Running for two weeks, the campaign targets the business audience of commuters that travel through King’s Cross, St. Pancras and the redeveloped area next to the stations. The tunnel, owned by the King’s Cross Partnership, opened in June and this is the first time brands have been able to submit proposals for advertising.
The redeveloped area next to the station has attracted a number of technology and media companies thanks to its connectivity and central London location. Amongst others, Havas Media has already chosen the area for their UK headquarters, a move which will see a large increase in commuter footfall through the area.
Jason Cotterrell, Managing Director at Exterion Media said: “This new tunnel captures the highly desirable London Underground audience. This high-impact wall wrap enables Microsoft to enjoy an extended conversation with this valuable audience as they make their way through the 90m long tunnel. We’re delighted that Microsoft is the first to take advantage of this exciting new opportunity.”
Paul Davies, Director of Marketing Communications at Microsoft said: “We identified the King’s Cross area as a key new location for targeting a valuable, tech-savvy audience, and the tunnel presented an innovative opportunity to capture their attention. This is a truly disruptive campaign that reinforces Microsoft’s position as a leader in innovation and creativity.”