Start with the people you want to reach and the part of their journey that matters. A message for passengers inside a carriage has different design requirements from a poster viewed across a platform or a digital placement seen while moving through a station.
Compare the available format families
On a small screen, scroll the table sideways to compare every column.
| Placement | How to approach the brief | What needs checking |
|---|---|---|
| Carriage panels | A message passengers can read during a journey | Panel template, available lines or package, quantity and campaign period |
| Platform posters | A clear message suited to the viewing distance and position | Station, poster size, site list, production and posting schedule |
| Escalator panels | A design or sequence that works while people move | Number and order of panels, sightlines, supplied artwork template and installation |
| Digital screens | A screen-specific message within a booked playback schedule | Still/motion rules, duration, loop/share of voice, dates and proof-of-play availability |
| Ticket-gate placements | A treatment designed around the supplied gate layout | Available station inventory, fitting template, placement limits and approval |
These are planning options, subject to inventory and approval. A station named in a proposal should have a defined available placement; its name alone is not a complete media plan.
Station selection starts with the audience
Tell us the destination or catchment area you want to support, the campaign dates and any stations or lines that are essential. Include whether the campaign concerns a local opening, a wider brand message, an event or a service people can access online.
If several stations are involved, decide whether the message is consistent across them. A location-specific direction or offer needs to be mapped to the right placement. We can discuss the available options and alternatives rather than assuming a particular station is available on demand.
Artwork and approvals
Use the exact template for the booked format. Check readable text size, safe areas, panel sequence and the limitations of the surface. Do not adapt one image blindly across a carriage card, an escalator sequence and a digital screen.
The media owner’s creative approval and production timetable form part of the schedule. Confirm the deadline, the person approving your artwork and how amendments will be handled. Digital inventory also needs file checks and scheduling; it should not be treated as an unrestricted instant-upload service.
Costs and booking periods
The total depends on stations or lines, placement type, quantity, duration and production. Digital bookings also need a clear playback basis. A quoted cost per panel is not a complete station takeover price.
Ask for the media booking, design or adaptation, production, installation and any management costs to be stated clearly, together with VAT. Minimum quantities and periods depend on the available package; they should be confirmed in the proposal for your dates.
Reporting and complementary street activity
Agree the available posting, placement or playback confirmation before booking. Campaign photography can show the installed creative, while audience estimates require their own methodology. Neither automatically measures enquiries or purchases.
You can combine Underground media with street activity around suitable locations. Ad bikes, human billboards or promotional staff need their own locations, access arrangements, hours and tasks. A station media booking does not automatically grant permission for staff to operate in that station or on its forecourt.
Common questions
Can we advertise at one station?
Share the station and dates. We can assess the available placements and any package requirements, with alternatives if the preferred inventory is unavailable.
Can we use several different messages?
Yes, where the format and booking permit them. Supply a placement-to-artwork schedule and allow for approvals, production or playback setup for each version.
Can digital screens show video?
It depends on the selected placement’s rules and technical specification. Confirm motion, duration and file requirements before producing the final creative.
Is this the same as an activation inside a station?
No. Advertising inventory and a staffed activation are separate arrangements. Describe both if you need them, so access, approvals and responsibilities can be assessed explicitly.
Send your London Underground brief or explore London campaign planning.