London’s iconic Canary Wharf Tube station is one of the city’s busiest commuter thoroughfares; one million people pass through the station every week. As such, it’s the perfect place to kick off the advertising strategy for Transport for London (TfL) and Exterion Media’s new partnership: 'Hello London'. 'Hello London' will generate vital new revenue to reinvest in London’s transport system. Original Canary Wharf station architects Foster and Partners were enlisted to assist with the design of the largest ever Tube digital advertising screens, which grace the ceiling above the main ticket hall.

'Hello London' will change the face of London Underground and Overground stations, giving advertisers cutting-edge and dynamic ways of engaging customers, generating for us substantial net revenues to reinvest in the transport network.

Graeme Craig
Director of Commercial Development at TfL
Dynamic, real-time advertising
Exterion Media and TfL chose our C8 outdoor LED displays to run full motion video, animation and live content, allowing for a smooth integration into TV and digital campaigns. As both 7.3-meter-wide screens have dynamic capabilities, they allow for tailored content playout based on real-time information such as weather conditions and current events.

Interact with customers

The screens in Canary Wharf will enable advertisers to reach more than 54 million people every year. “‘Hello London’ will change the face of London Underground and Overground stations, giving advertisers cutting-edge and dynamic ways of engaging customers, generating for us substantial net revenues to reinvest in the transport network,” enthuses Graeme Craig, Director of Commercial Development at TfL.

More to come

The Barco LED screens went live with ‘No Them Only Us’, an artwork by Mark Titchner in support of the Mayor of London’s #LondonIsOpen campaign, and have been featuring 10-second commercials by big-name companies like Google, Lloyds Bank, Hewlett-Packard and Thomson Reuters since 31 October 2016. Hello London has plans to upgrade all digital displays across the London transport network in the coming years.

Highlights:

Barco solution
  • C8 LED displays

Why Barco?

  • First LED manufacturer to provide a solution complying with London Underground's "Section 12, Fire Precautions Regulations" 
  • First-time use of LED for digital and dynamic way of advertising