London and Southeastern Railways retains KBH Transport Media

London and Southeastern Railways has retained KBH Transport Media as its onboard advertising partner, following a competitive pitch against undisclosed agencies.

As part of the deal, KBH is installing over 8,000 new square traincard advertising panels on Southeastern fleets. The number of carriages with advertising will increase by 50%, including the new high speed routes and the metro trains. The new square panels provide greater flexibility for creative and are more cost efficient in terms of production.

Southeastern runs routes out of various London termini including Victoria, Charing Cross, London Bridge, Blackfriars, Cannon Street & St Pancras International to destinations right across South East London & Kent. The new contract will run until the end of the franchise period.

KBH says it now has almost 50,000 traincard panels on over 4,000 carriages on its London commuter routes, which currently reach 2.6 million frequent rail users. It claims that further developments are in the pipeline, meaning this is likely to increase this year. The Southeastern square panels are part of an ongoing panel standardisation programme across the KBH network.

Ian Reynolds, managing director of KBH, says: “This represents a huge step in our development and format standardization programme. Our square panels are now almost universal across all of our lines which will reduce production costs and make creative easier. We are continuing to attract top brands such as British Airways, O2, American Express and VW who are recognizing the exceptional value that the medium provides for targeting affluent rail audiences with longer dwell time messages.”

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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