• #TrueLondonIcon Exterion Media research

An iconic & classic way to put your brand in front of the capital

The Challenge

The Routemaster is one of the most recognisable symbols of the capital. Since their revamp in 2012, these Buses have become a huge part of London life – providing a premium platform for any campaign. Exterion Media wanted to prove the value that advertisers can get from tapping into this timeless and iconic vehicle.

The Execution

Over December 2014, advertisers promoted a range of messages from a broad variety of categories across the streets of London. With Routemasters spending 70% of their time in Central London, these Buses reached the valuable and affluent audience at the heart of the capital.

The Results

Overwhelmingly across all the advertisers, Routemasters were seen as a good place for brands to get their messages across.

Exterion Media New Bus Advertising Book of Mormon

"It is the latest, greatest masterpiece of British engineering and design, and I am certain it will become a much loved and iconic vehicle akin to the legendary Routemaster from which it draws so much inspiration.“

Boris Johnson – Mayor of London

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73% recalled 1 or more Routemaster ad campaigns


7 in 10 believe that Routemasters are iconic