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