Digital Projection has been working on the solution for a number of years and very closely with CBS Outdoor for the last two.
This unique combination of technologies offers advertisers and companies the opportunity to address 3,400,000 passengers a day with an environmentally friendly display. The images and content can be tuned on a minute by minute basis to best suite the relevant demographics.
One of the primary challenges facing the Digital Projection development team was the architecture of the tunnel network. The curvature of the tunnel wall meant that the screen had to be less than 4mm deep and follow the curvature of the 144 year old tunnel that was designed to accommodate the passing of the trains with very close tolerances.
The second problem faced is that the tunnel is a unique environment with particular fire and safety requirements that meant a traditional air filtering approach would not work. The XTP HD300 projector overcomes both of these issues with a solution involving innovative thinking, technology and state of the art creativity, says the company.
Tim Bleakley, managing director, sales and marketing at CBS Outdoor says, "As public awareness of the extended congestion zone is heightened, along with the associated environmental issues, it seems a relevant time to update all our stakeholders on the CBS Outdoor investment programme in the Underground advertising estate. Much work is being done behind the scenes and you can now start to see new products appearing across the underground network. With 88% of all commuters entering central London in morning peak hours by public transport we are committed to improving every aspect of this journey."
(Jim Evans)
