Member Article

The launch of this new OOH media business could bring more White Walkers to the Tube

Exterion Media, the Out-of-Home advertising company, has launched a new arm focused on working with brands to develop experiential advertising campaigns akin to the recent Game of Thrones stunt at King’s Cross St Pancras.

Exterion Live, which launches this week, will develop and deliver experiential campaigns across transport, retail, urban, sports and entertainment, and leverage the London-headquartered advertising firm’s existing relationships with Transport for London (TfL), National Rail, Westfield, London Designer Outlet and Wembley Park.

The advertiser scored a public relations success earlier this summer when its Game of Thrones campaign for Sky Atlantic, which was delivered through its Hello London partnership with TfL, gave commuters the opportunity to have their photo take with a Wight Walker at one of London’s busiest stations.

Now more brands will be given the opportunity to develop similar campaigns with access to some of the highest footfall areas in the capital, as well as stations across National Rail’s UK network.

Exterion Live will initially launch across 20 sites on the London Underground, including King’s Cross, Canary Wharf and Tottenham Court Road, with ‘experiential agencies’ able to book space through Exterion’s end-to-end booking portal.

Commenting on the launch, Dave King, managing director at Exterion Media, described the new initiative as a ‘game changer’.

He said: “We’ve seen a huge demand for experiential from our clients in the past six months, particularly after the launch of Hello London, our world-class partnership with TfL.

“Exterion Live will enable our clients to amplify their Out-of-Home campaigns and deliver shareable and memorable experiences beyond the poster to consumers.

“Exterion Live is a true end-to-end service for our clients, offering everything from access to creative, production and on the day logistics.”

TfL’s head of commercial media, Chris Reader, believes that the Exterion partnership will help the transport body leverage its ‘vast out of home advertising estate’ with experiential campaigns, allowing them to create more ‘wow’ moments that would in turn drive revenue growth.

He added: “Whilst we operate with a number of experiential partners, the launch of Exterion Live provides Exterion with a unique opportunity to combine our vast out of home advertising estate with experiential activity to create truly integrated, bespoke campaigns for brands.

“It’s campaigns like this that truly enhance the passenger experience, create those ‘wow’ moments for brands and vitally generate revenue to reinvest in the transport network for the benefit of our customers.”