Citroen requisitions tube sites for Motor Show Xsara launch

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.

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.