TDI ’showcases’ launch 212 perfume

TDI, the company which sells advertising on the London Underground, has launched a revolutionary poster site to promote a new fragrance, 212 Carolina Herrera.

TDI, the company which sells advertising on the London Underground,

has launched a revolutionary poster site to promote a new fragrance, 212

Carolina Herrera.



The sites are side-illuminated showcases and will contain sample bottles

of the 212 range. Built into recesses on Bond Street tube platforms, six

showcases are being kitted out for the 212 launch.



The month-long campaign was booked by Austin West Media, the media

agency for 212’s owners, Creative Fragrances, and the poster buying

specialist, Portland.



As well as the showcases, the pounds 2 million launch campaign

incorporates the full branding of Bond Street tube station, including

the entire eastbound Central Line platform, four 18-meter corridor

displays and overhead sites in major thoroughfares inside the

station.



In a tie-up with the Evening Standard, the newspaper’s liquid electronic

display at Bond Street will also broadcast the message, ’Carolina

Herrera launches 212, a new area in fragrance’, and the same message

will feature on Evening Standard billboards outside five London

department stores.



Postcards featuring the 212 creative treatment will also be given away

at Bond Street station with ES Magazine on Friday 6 March.



In addition to the Underground activity, Creative Fragrances is expected

to book 3,000 bus T-sides in a national conurbation package with

regional upweights throughout the year.



Adspend on the Underground by cosmetics companies is up 549 per cent

since 1994 to pounds 1.42 million.



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