Reg&Co have worked with TfL transforming it into a compelling rights holder over the last 2 years as the team was looking to build on their success delivering the world’s largest public/private sector partnership, the Santander Cycle scheme, and other high-profile sponsorship such as the Emirates Air Line. They had spent time researching commuter reactions to commercial partnerships and whilst long-term station re-names were met with resistance there were enough opportunities across the network that could generate significant income.
With a pro-active sales approach, generating specific sector targets the team delivered growth of 35% in just a year, with new assets being introduced such as themed station tannoys – London’s Calling 40th anniversary and Mariah Carey with Sony Music at Christmas, experiential activity such as pop up performance in stations, Lion King at Kings Cross and Come From Away at Tottenham Court Road.
Being creative and tenacious, the team has had an unprecedented year of firsts with partners and are excited about continuing to build on the commercial revenues for TfL from sponsorship in 2021 and beyond, even Covid-19 provided an opportunity for partnership with Dettol sponsoring hand sanitizer in stations.
Working closely with brands and their agencies to prove the impact as all activity receives a wealth of earned media and social coverage and PR, with the TfL comms teams now involved in the promotion of sponsored events, Amazon Prime’s takeover of Picardilly Station to promote Star Trek; Picard was featured on Graham Norton and The Chase Commuters are surprised and delighted by in station activity and response is overwhelmingly positive.