MEDIA: Capital Radio’s deal first to go down the Tube

Capital Radio is the first advertiser to sponsor a London Underground

station - the new-look Leicester Square.

The five-year deal is the first to be negotiated by TDI Advertising

since it took over the sponsorship contract for London Underground in

October this year.

Leicester Square Tube station has Capital Radio branding on the floor,

on the arches above the escalators, on the pillars and on the panels at

the station’s entrances and exits.

Capital Radio wanted an ‘in- your-face’ presence at the station, as it

is due to move its offices to Leicester Square in the new year and has

just opened the Capital Radio Cafe there.

Capital Radio has also joined forces with music retailer HMV in a co-

branding deal. Capital will have in-store and window branding in all HMV

stores within the M25 area, as well as branded booths to listen to the

‘Single of the Week’.

HMV is to sponsor the Single of the Week during Capital broadcasting and

will also provide the daily sales chart for the Hit Half Hour show.

This article was first published on Marketing