National Express Drives Digital Escalator Panel Advertising With Latest Campaign From twentysix London12 February 2007 Advertising history is being made by full service digital communications agency twentysix London with its new campaign for National Express. It is one of the first to be created for London Underground's newly-launched Digital Escalator Advertising Panels. The 'Early Bird Fares' campaign for the UK's leading coach company, promotes tickets to more than 30 destinations from only £1 and involves email, website, homepage takeover and banners along with the new-format Digital Escalator Panels treatments. Set to launch across London Underground stations on 12 February, the creative for the HD 720mm x 1280mm screens features an animated bird 'flying' up and down the escalators over a number of drawn cityscapes depicting the special offer destinations. The treatment is carried into the online and email campaigns. The aim of the Early Bird campaign is to boost coach travel on National Express during Q1 and to drive online traffic. It targets existing users of the service as well at those who may not have considered travelling with National Express before, but are looking for affordable and easy ways to travel the UK in January, February and March. The offer will run across the 30 most popular routes travelling to and from London from January to March, as well as some other routes running from major UK cities. Joby Russell, Advertising Manager, National Express said: "This is an eye-catching campaign that takes full advantage of the dynamic qualities of this new advertising medium. twentysix London's creative is hard to miss and coupled with a genuinely attractive offer, the Early Bird campaign looks set to get the year off to a flying start!" Rumit Shah, twentysix London project manager, who oversaw the Early Bird campaign said: "We are on the threshold of a whole new way of advertising and we are all learning. Technologically this was a demanding brief but we managed to take it from concept to delivery in a month. We learned a lot from this project and we plan to use that knowledge and expertise to deliver even more moving campaigns for advertisers in the future." Paul Coffey, Client Services Director, at twentysix London, says: "This is an exciting time for the outdoor advertising industry as it truly gets to grips with the digital age. This convergent technology opens up a new world of movement and animation and gives new scope to advertisers. We are delighted to be a part of this dawning of a new age of advertising and look forward to being part of its ongoing development. At twentysix London we believe in best practice for today and defining it for tomorrow." -ENDS- Notes to editors: twentysix London is one of the UK's largest and most successful digital communications agencies, combining specialist skills and years of experience across all aspects of digital communications, from online marketing to full web experience build. The Agency employs 100 people in offices in Central London and Leeds. The company works for brands including RBS, Waitrose, Volvo, NatWest, BMI, Opodo, Black & Decker, Laura Ashley, Orange, House of Fraser, National Express, the Post Office, Samsung Electronics, Telewest and Mercury Records. For more information please contact Paul Coffey at twentysix London on 020 7535 9862, Jo Sensini PR on 020 8996 1800 or 07710 316759, or Joy Williams at National Express on 0121 423 8716 or (out of normal office hours) 07795 267 453. Back to top Please use the browser 'close' button (top right) to close this window. |