Heathrow Express’s in-train service will be new ad medium

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 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’.