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Transport for London has signed a deal with Coca-Cola to broadcast Tube service updates at Piccadilly Circus.
The agreement may pave the way for trains and even Tube stations to be sponsored by private companies. It comes as TfL looks for ways of plugging a major funding gap.
Under the Coca-Cola deal, Tube service information will be displayed on the huge advertising screen at Piccadilly. Updates will run every five minutes, Monday to Friday, from 8am to 6pm.
Coca-Cola is not charging TfL, saving the transport organisation thousands of pounds. The drinks giant will get a boost in brand exposure as the updates will attract the attention of 1.1million people a week.
Commuters could soon see an increase in commercial "buy ups" on the Tube as bosses seek to fill a £1.7billion shortfall threatening upgrades to stations and the introduction of air cooling systems.
A source at TfL said: "We are always looking for new opportunities and any way of boosting income will be considered."
Economics expert Tony Travers said: "Increasingly TfL will be forced to turn to corporate firms for help whether it is free advertising or charging companies for new advertising space as a station name or actually on the sides of trains. The downside might be the loss of aesthetic features but they would be mad to dismiss any idea out of hand." TfL already has sponsorship deals with Ikea whose logo appears on the Tube maps, and Yell.com which advertises on the TfL website.
Boris Johnson praised a New York scheme that saw Barclays bank pay £2.5million for naming rights to the Brooklyn subway station known as Atlantic Avenue. Nigel Marson, TfL's director of group marketing, said: "This innovative partnership with Coca-Cola allows us to extend a much appreciated information service to passengers travelling through one of London's busiest thoroughfares.
"Tube service updates on the digital billboard at Piccadilly Circus are another fantastic way to help our passengers plan their journey while on the move." The partnership between TfL and Coca-Cola is initially for 12 months and if successful will be extended.
Changing Tube maps to incorporate new names could be seen as a money raising option, but this would be expensive. However, TfL is already planning a new map at the end of the year. "The World of Oyster" will show not only Tube stops but also railway stations which accept Oyster cards.
A smoother ride on the Victoria line
The first new Tube train in more than 10 years entered service today.
It is the first of 47 Victoria line trains which are due to be added to the network by the autumn. The frequency of the trains is increasing and the capacity of the line is also going up by 20 per cent. As well as a few inches of extra headroom, the trains give a smoother ride and the doors open wider. Passenger Mickiel Azi, 31, from Shepherd's Bush, said: "It's very clean. I take the Tube every day and the old ones were too noisy."
The train has in-carriage CCTV, improved ventilation and none of the debris visible on existing rolling stock after 40 years of service. The lights are brighter and the carriages appear spacious with better wheelchair access.
Reader views (5)
This is a good idea. Why not extend it to all stations in London.
- Mtregaron, london
Hey you lot!
The money we can get from these rich companies selling sugary water flavoured drinks, that makes our journey into work a little better, is good. Just go along with it (any advertising doesn't make me buy anyway).
- Rod, Epping, UK
"Coca-Cola is not charging TfL" - What? I should think not! Shouldn't TfL be charging Coke for the pleasure?!
- Mcw, London
Well at least Bob Crow will be grateful that TFL is raising extra funds to pay for his members greed. Can only be a matter of time before we see him drinking Coke Zero on the picket line. Perhaps Disney would sponsor him to dress up as Mickey Mouse?
- Andy Davids, London
Well done to Boris! These new trains are the result of all the hard work that Boris has done in over just 1 year of office! Ken has done nothing!
(Before anyone flame me, please note the sarcasm... yes I know Ken ordered these trains and Boris is claiming the credits)
- Ed, London
