Network Rail, the operator of major London train stations including Victoria, Waterloo and Liverpool Street, has awarded Admedia the first contract to sell advertising in its washrooms.
The move represents the first time Network Rail has allowed advertising in its washrooms across the UK, with A3 panels allowing brands to advertise on the backs of toilet doors, back walls of toilet cubicles and above hand dryers and urinals. The contract covers seven London stations (King’s Cross, Liverpool Street, Paddington, Euston, Victoria, Charing Cross and Waterloo) and six regional stations (Birmingham New Street, Edinburgh Waverley, Glasgow Central, Manchester Piccadilly, Leeds Concourse and Liverpool Lime Street) and another five Network Rail-owned stations will be added to the Admedia portfolio later this year. The firm specialises in washroom media and holds the contract for motorway service stations such as Welcome Break and Moto. Its panels can also be seen in bars including Yates’s and shopping mall operators such as Westfield.
Steven Wood, advertising manager at Network Rail, said it was important for the company to expand its offering wherever possible. “We are always looking for ways to unlock the potential for commercial revenue held in our stations,” he explained. “Working in partnership with Admedia, this innovative new advertising contract will reach more people every day through eye-catching and exciting new advertising, generating vital funds for us to invest straight back into the railway.”
According to figures from Network Rail and Admedia, the toilets in the 13 stations have 25.3 million visitors every year, something which Adam Mills, managing director of Admedia, said is an ideal addition to their portfolio. “We already have a lot of knowledge about this audience through our motorway service areas and we’ve long been working with the type of brands that would be ideal for Network Rail. We are looking forward to offering our existing and new clients access to this new audience via the rail washroom environment.”
Admedia will start selling advertising in the stations from this month.
MEC Opinion: Washroom panels have seen success in environments like pubs, clubs, restaurants and motorway services, and it’s great that this format is being extended to wider areas which have the potential to delivery mass audience coverage. What will be interesting over time is whether Admedia look to install digital panels in order to compliment the ever growing digital opportunities being introduced to the rail environment. This kind of activity would not only allow the company to stand out from its competitors, but also allow for greater creative opportunities.
