The new high-speed Paddington to Heathrow rail link, Heathrow
Express, is to carry a revolutionary TV service providing in-train
entertainment and a new advertising medium.
The Customer Information System will use the latest flat-screen
technology and a digitally broadcast TV service to furnish passengers on
the 15-minute journey with a range of programming such as news and
sport, London listings and travel information.
Katz International, the multimedia sales house, has been awarded the
contract to handle advertising on the CIS system. Up to five advertisers
will be accommodated in each of the 15-minute programming schedules, and
sponsorship opportunities will be tied to the programme formats.
Katz, which has experience in the sector through its sales contract for
BA’s in-flight media, has been advising on the programme content of the
service and is now preparing to talk to advertisers and agencies about
the commercial opportunities.
Katz’s commercial director, David Goffin, commented: ’Heathrow Express
will offer advertisers direct access to the business traveller in an
excellent environment. It’s all about quality and it’s a fantastic fit
with our work with BA’s media.’
Although Heathrow Express will not be fully operational until July 1998,
a shell service will be running by Christmas, offering a road/ rail
option and incorporating the CIS service.
Heathrow Express is forecasting that six million passengers will use the
service in its first year - more than 60 per cent are expected to be
business travellers.
Richard Smith, the finance director of Heathrow Express, described the
CIS TV service as ’one of the most targeted and unique advertising
opportunities available in the market today’.
