Titan Outdoor has won the contract to handle promotional concessions across the London Underground network following a competitive pitch.
Titan won the contract after a pitch against two other, unnamed operators. The contract is for an initial two-year period but there is potential to extend for a further two years.
The outdoor company will now develop a "PromoTube" offering in suitable ticket halls across the network of 275 stations. It will allow advertisers to demonstrate their products and brands, carry out sampling campaigns, sign up customers or sponsor stations.
It is expected to mirror Titan’s PromoRail offering, which provides campaigns for clients on more than 300 station concourses around the UK. Advertisers have included Audi, Chelsea FC and Diet Coke.
Titan claims that it now reaches two-thirds of commuters who work in central London every day. Alison Reay, joint managing director, said: "PromoTube will be a natural extension to PromoRail and will mean that we are now a one-stop shop for rail promotions above and below the ground."
Kim Andersen, business development manager for London Underground, said the money generated from the deal would be spent on making improvements to the Underground network.
The contract had been held by Carlson Marketing. Among its recent campaigns was one for Arla Foods’ Lurpak brand, which involved giving a breakfast box of Lurpak butter, jam and a croissant to 200,000 commuters.