The London Underground has launched a young process for 2-year experiential marketing contracts at greater than 58 stations including Waterloo, Oxford Circus and Angel from 2014. That is an extension of a recently ended similar initiative, however, transport chiefs claim they’ll work closer with advertisers to make sure campaigns have a “fresher”, more “interesting” feel to draw commuters.

It is hoped the rush brings more diversity to campaigns at the Underground with upcoming efforts spanning sampling events, exhibitions and dad-up stalls. Previous experiential promotions has been focused on the bigger stations, but TfL wants the frenzy to put the wider tube network as one among “the best places for experiential”.

John Pizzamiglin, lead for advertising strategy at TFL, says the renewed push for experiential investment stems from the advertising industry becoming more “sprightly” during the last twelve months, a trend that has resulted in brands which include Colgate-Palmolive spending more on tactical campaigns at stations.

He adds: “Generally speaking people don’t think the London Underground is the appropriate place for experiential advertising; we don’t have the identical stylish and open concourses that you’d get at a Westfield or across Network Rail station.”

Pizzamiglin dismissed the suggestion that commuters may find the increased brand presence at the network jarring, claiming it is going to find the “right locations on the right time” to get brands in front of them.

He adds: “[Experiential advertising] is rarely going to be a serious component of our commercial offering, but we’re taking a fresher approach so one can let us make the most new locations in slightly less urban areas like Wood Green and Kentish Town”.

The move is a part of wider shift during the last two years that has seen tube bosses reassess how they are able to generate more from their ad inventory.