Action Stations It’s Decaux’s e-motion

Adrian J Cotterill, Editor-in-Chief

On Monday 3rd October JCDecaux and Network Rail will officially unveil their vision of rail advertising of the future, with the launch of state-of-the art digital locations at Euston Station.


In what we believe is a media first, 9 full-motion, interlinked digital screens known as ‘e-motion’ will deliver an immersive advertising experience, surrounding consumers on three sides of the concourse.

Part of the wider ‘Action Stations’ programme, Network Rail has invested GBP 1.3 million to transform Euston into the blueprint for the streamlining of media space at further stations.

Sony Ericsson and Austrian Airlines in association with the Vienna Tourist Board will be among the launch advertisers on ‘e-motion’. The nine, 9m x 1.6m landscape LCD screens will provide advertisers with an unparalleled blank canvas for creativity, providing a ‘wrap-around’ experience across all 9 screens for each brand.

Spencer Berwin, Managing Director – Sales at JCDecaux told us “’e-motion’ and our new digital and traditional estate at Euston will transform how brands interact with consumers, making the advertising far more engaging, interactive and topical than ever before. Following the success of the advertising at Heathrow Terminal 5, we are working with station architects to plan in our estate at major stations to create advertising that will inspire creativity, enhancing both the rail environment and the passenger experience.”

No doubt thanks to new global software partner Broadsign, ‘e-motion’ can run up-to-date and constantly changing content, linking directly to live feeds and the screen’s full-motion capability will enable the creative to flow between screens, or to create a cascade effect.

In addition to ‘e-motion’, the new digital media space at Euston will comprise: 26 x Digital Escalator Panels in addition to the recently upgraded Transvision screen and the existing digital 6-sheets. All the digital space can be updated instantly, enabling time-sensitive and multiple creatives.

JCDecaux is also launching a spectacular new backlit vinyl outdoor format ‘The Gateway’ (measuring 15m x 4m) that will be introduced at stations nationwide.

David Biggs, director of property at Network Rail told us “Network Rail is committed to improving the environment at our stations, and this scheme will improve the journey experience for the 70 million passengers who pass through Euston each year with exciting and engaging new advertising. The new ‘e-motion’ screens at Euston mark the start of a new era for advertising in stations, and all money earned from our investment will be reinvested back into the railway, reducing the cost of rail to tax payers and passengers alike.”

JCDecaux is currently working with architects at King’s Cross, Cannon Street and Waterloo stations, following the success of planned-in advertising at Heathrow Terminal 5.

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