CBS Outdoor UK today announces the launch of a bespoke new content series in partnership with the world’s leading travel content provider, Lonely Planet, giving commuters on the Tube a taste of 1,000 ultimate global sights.
Recent research from CBS Outdoor UK’s work.shop.play. panel revealed that despite difficult economic circumstances, London’s urban audience are avid holiday takers. In 2012, three quarters of the 1,040 people surveyed took a summer holiday, and a huge 93% plan to take one in 2013.
Jason Cotterrell, UK Managing Director at CBS Outdoor UK comments: “Our research showed us that now is the perfect time to offer a remedy to the Monday blues with inspiring holiday ideas. Our work.shop.play. panel clearly demonstrated that Londoners are determined to get away for a break this year and three quarters of those surveyed said they actively look for inspiration when choosing a destination.
“The partnership with Lonely Planet aligns perfectly with our strategy of developing the cross track projection format as a bespoke content channel within our portfolio. Through using new and exciting ways of engaging with the London urban audience, this content series builds on our hugely successful Commuter Kitchen with Lisa Faulkner and also our partnership with Timeout, which saw a 45% increase in its website traffic since the launch of the campaign.”
Sue Coffin, Acting General Manager (EMEA) at Lonely Planet added: “We’re delighted to be partnering with CBS Outdoor UK to reach this key urban demographic. Providing a dose of travel inspiration in an innovative way will help us to engage further with this audience and encourage them to explore the world’s most breathtaking sights”.
The content will run for a year on CBS Outdoor UK’s XTP digital screens on the London Underground across zone 1 stations. It will provide Londoners with inspiration for their holidays by showcasing a variety of unique and off the beaten track destinations and sights.