Night Tube gets the thumbs up at AdWeek Europe
Last week the great and the good of the advertising industry descended into Piccadilly to hear a series of panels, discussions and debates at AdWeek Europe. On Monday we kicked things off with “London: The 24hr Connected City”, a discussion about the impact of the soon-to-launch 24-hour Tube service in London.
Writer, broadcaster, former MP and self-professed “Underground geek” Gyles Brandreth led the debate, with David Adams of Global Cities, London & Partners’ Chris Gottlieb, Harriet McDonald of Transport for London (TfL) and our very own Malcolm Stoodley ‘on board’ to fuel the discussion.
David shared his thoughts on London’s position globally, and how being able to pick up a bagel at 3am on Brick Lane is one of the greatest signs of a global city! Meanwhile Chris discussed how Night Tube might change the capital’s licensing laws, revealing that a third of the City’s licensed premises are already open after midnight.
Harriet explained that the catalyst for serious discussions around Night Tube was the cultural impact and ‘legacy’ of the 2012 London Olympics. The success of London 2012 gave TfL the appetite – and the confidence – to enhance the current Underground offering. And there’s more to come – Harriet discussed how as TfL upgrades the infrastructure of the Tube, it will be looking to roll Night Tube out further.
So, what does this mean for advertisers?
It goes without saying that there are logistical challenges that come with the service. But Malcolm also stressed that one of the major benefits will be the “democratisation of media” for the night time economy. Flexible scheduling on digital screens will make advertising available to smaller businesses targeting a nocturnal audience such as independent shops, cafes and restaurants at affordable prices.
All in all, it was a positive discussion leaving us excited about the upcoming launch and the opportunities it presents. If there was ever a time to say we’re #lovingldn, this is it!
Watch the discussion in full below.