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cbs outdoor

challenge

CBS Outdoor is the UK's leading transport advertising company and was pitching to retain the lucrative London Underground contract, the biggest of its kind in the world

Our brief was to raise the company's profile, and its considerable contribution to the Tube network, by targeting key decision makers within Transport for London and the Mayor's Office via the media, as CBS Outdoor itself was not allowed to have direct contact with either party during the pitch process

Simultaneously, CBS Outdoor needed to raise awareness of its credentials amongst the advertising community

creative solution: "copywriting"

The muli-tiered campaign focused on core themes of innovation, professionalism, creativity, insight and safety. One element was the "Copywriting Goes Underground Award" encouraging agency creative departments to reignite the lost art of long copywriting, with winning entries shown at a gallery at the Leicester Square tube station. A second aspect of the programme portrayed CBS Outdoor as the market leader in digital technology by highlighting their new Digital Escalator Panels whilst using insightful research to show how much they cared about commuters.

campaign results

The campaign dominated the media industry and doubled CBS Outdoor's previous year's coverage, wiping the floor of their nearest competitors (especially JCDecaux)

The "Copywriting Goes Underground Award" won the backing of Transport for London and the advertising industry, and CBS Outdoor subsequently became the proud winners of the £1.5 billion tube contract

Our brief has since been expanded to handle company wide communications for the business

"I can always rely on The Media Foundry to get us the headlines we need, time after time. They've always delivered."
Tim Bleakley, Managing Director, CBS Outdoor