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Citizen aims to reach 17 million consumers with London Underground advertising

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Citizen expects its advertising to be seen by 17 million consumers during an ambient advertising campaign, which is running now, and will continue to appear across central London throughout December.

The watch brand is building on the success of last year’s outdoor digital activity with the use of four screen-based adverts featuring the 2016 Citizen L Carina, Citizen L Sunrise, Red Arrows Limited Edition Navihawk A.T and Promaster Navihawk GPS.

The adverts first appeared at seven London underground stations on November 30, and will run until December 14.

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The campaign uses two Oxford Street escalator sites, and one escalator at Bond Street, Waterloo, Victoria, London Bridge, Kings Cross and Liverpool Street.

The entire escalator is taken over every 10 seconds, and with new adverts showing every 90 seconds.

Tracey Osborne, marketing manager at Citizen Watch UK says that the ambient campaign is an important element of a broader marketing mix.

“Running alongside the current TV, print and online digital advertising, the London underground delivers a high impact approach for Citizen, enabling the brand to gain maximum exposure at high footfall locations during a busy trading period, whilst also supporting our retailers,” she adds.

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