Canada water renamed buxton water over london marathon

June 1, 2015

brandrapport

150423_Buxton_Water_Tube_Station__3 copy

As part of our sponsorship activation for Buxton Water at this year’s Virgin Money London Marathon, we came up with the idea for changing the name of Canada Water Tube station, to Buxton Water for the day.

This represented the first time TFL had conducted a commercial partnership of this nature, and represented an historic moment for the organisation.

The station was ideally located, being close to the course route and a thoroughfare for supporters making their way from the start to the finish lines. By focusing on the underground roundel, an iconic and unique emblem of London, we were able to effectively generate significant cut through amongst media, marathon fans, and Londoners (not to mention the odd confused tourist).

Having held a media call on the Friday, which was picked up by national and local press, we used promoted tweets on the day of the Marathon to further amplify the activity. Passers-by contributed to this through their own social posts, generating an overall reach in the millions.