UK Network Rail for Global Media
Information and Advertising Placement Strategy
User journey insights for major UK railway stations
Following our involvement assisting Global (formerly Exterion Media) to successfully retain their role as TfL’s Commercial Media Partner, we were invited to explore how we could once again support them, this time with their bid to articulate the vision and strategic approach to how advertising assets could be planned and designed to enhance the passenger experience of using Network Rail's transport environments.
Our overall aim was to define the vision and central organising idea, strategy, values and functional principles to deliver a user centred advertising asset strategy as a basis to plan, design and implement a new approach to the integration of digital communication displays within transport environments.
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We analysed and summarised Network Rail and Exterion Media objectives, in relation to the role advertising plays, in supporting the customer experience of Network Rail’s transport environments and its advertising asset income strategy.
We developed and defined a plan for on-site research and analysis, covering the majority of the UK. Our detailed analysis included the on-site review of national railway stations; movement dynamics; ergonomics; customer needs; behaviours; information types; media types; and their role in the overall customer experience of Network Rail’s transport environments.
Our outputs included the definition of preliminary planning, location and design principles; movement conditions and characteristics; location criteria and zoning; media channels and formats.
Finally, we developed the functional language and tone of voice to describe the strategic approach for the bid, to ensure it resonated with Network Rail's strategic objectives.
Exterion Media/Global Media Client
City ID Insight and Strategy