Citroen is to take over Earls Court tube station during the London
Motor Show next week as the start of an ad campaign for the launch of
its latest model, the Xsara. The campaign breaks amid a full review of
the outdoor media buying for Peugeot Citroen.
In the largest London Underground deal of its kind, Citroen will take
every ad site for two weeks at Earls Court, paying around pounds 350,000
to promote the Xsara, which replaces the ZX.
The campaign includes 126 16-sheet sites, 168 escalator panels and 43
12-sheet sites, as well as special sites such as hanging banners, beam
and terrace sites and domination of the exhibition walkway linking the
tube station with the exhibition centre.
The campaign is a media-led initiative developed by Mediapolis -
Citroen’s media agency until the end of this year - and the outdoor
specialist, Concord, working with TDI, the company that handles ad sales
on the London Underground. Spend by car companies on the Underground is
up 40 per cent year on year.
The creative work is by Vernon Oakley Design, rather than Citroen’s
agency, Euro RSCG Wnek Gosper, although a national TV and press campaign
through Euro RSCG breaks on 21 October.
A review of poster buying for Citroen and Peugeot follows the move of
the main media-buying account from Mediapolis to Initiative Media.
Concord is the poster specialist for Mediapolis, but will pitch against
other specialists for the Peugeot Citroen prize.