Impacts of temporarily renaming stations for promotional purposes
Request ID: FOI-2114-2324 Date published: 10 October 2023
You asked
Dear FOI team,
Over recent years, there have been numerous examples of London Underground and Network Rail signage being modified on a temporary basis, clearly for promotional purposes.
Examples of such changes include:
A. Southgate -> Gareth Southgate [In promotion of the English National Football Team at the 2018 World Cup]
B. Barbican -> Barbie-can [In promotion of the motion picture Barbie (2023)]
C. Bond Street -> Burberry Street [In promotion of designer brand Burberry]
These temporary promotional changes, among others, have prompted wide discussion with regards to the confusion that they may cause to those unfamiliar with the London transport network, especially those with a greater need for accessibility provisions.
With relation to the above cases specifically:
1. Who proposed the promotion – TfL, the client, or a third party?
2. How far in advance was the original idea proposed?
3. How far in advance did the planning begin?
4. Were any assessments made with regards to accessibility? If so, what were the findings and conclusions?
5. Were any assessments made with regards to passenger comfort/quality of life? If so, what were the findings and conclusions?
6. Were any assessments made with regards to the environmental impact of temporary changes? If so, what were the findings and conclusions?
7. Was a value-for-money assessment made? If so, what were the findings and conclusions?
8. Was the consistency of signage/promotional material taken into account? (Some signs showed the promotion, some didn’t; tube maps were not updated on a temporary basis to show the promotional name; the TfL app showed the permanent name, not the promotional name)
9. What were the reasons for the inconsistency in changes made? (Lack of funds, lack of scope for the project, etc)
10. Does TfL have a ‘standard procedure’ for promotions such as these?
Thank you in advance.
We answered
Our Ref: FOI-2114-2324
Thank you for your request received on 16 September 2023 asking for information about the temporary renaming of stations.
Your request has been considered in accordance with the requirements of the Freedom of Information (FOI) Act and our information access policy. I can confirm that we hold some of the information you require.
Information on the creative takeovers that we have done on our network can be found on our website:
1. Who proposed the promotion – TfL, the client, or a third party?
a. Southgate -> Gareth Southgate [In promotion of the English National Football Team at the 2018 World Cup]
TfL developed a proposal for the temporary rename and presented it to the sponsors of the World Cup to sponsor the rename. VISA sponsored the temporary rename. The case study for this can be found on our website at the above link.
b. Barbican -> Barbie-can [In promotion of the motion picture Barbie (2023)]
This was not a temporary station rename. A third party created the illusion of this using TfL brand intellectual property and posted it on social media.
c. Bond Street -> Burberry Street [In promotion of designer brand Burberry]
TfL developed a London Fashion Week proposal which was shared with Burberry, in the meeting they proposed the idea of the temporary station rename.
2. How far in advance was the original idea proposed?
a. Gareth Southgate
The idea was proposed to sponsors when England won the quarter finals (7 July 2018) and to mark them being through to the semi-final and went live on the day of the semi-final (11 July 2018).
b. Barbie
N/A.
c. Bond Street
The idea for the temporary station rename was proposed in June 2023.
3. How far in advance did the planning begin?
a. Gareth Southgate
Planning began the day that England won the quarter final.
b. Barbie
N/A.
c. Bond Street
Planning began in July 2023 when the deal had been agreed.
4. Were any assessments made with regards to accessibility? If so, what were the findings and conclusions? 5. Were any assessments made with regards to passenger comfort/quality of life? If so, what were the findings and conclusions?
For short term activations we do not carry out a formal Equality Impact Assessment, but we do a comprehensive site survey in advance of agreeing partnerships to consider customer impacts and agree which parts of the station can be changed.
6. Were any assessments made with regards to the environmental impact of temporary changes? If so, what were the findings and conclusions?
The environmental impact of activations is considered. We use recyclable materials where it is possible to do so and minimise waste. Third party supplier travel to and between sites using electric vehicles.
7. Was a value-for-money assessment made? If so, what were the findings and conclusions?
The fees we charge for all our promotional partnerships such as temporary station renames are based on value of the rights and assets included, wider industry benchmarks and the cost of resources required to deliver it. The client pays for installation and removal of all materials as part of the deal. On this basis our promotional partnership deliver good return on investment for TfL in terms of the revenue we generate and good value for money for our partners.
8. Was the consistency of signage/promotional material taken into account? (Some signs showed the promotion, some didn’t; tube maps were not updated on a temporary basis to show the promotional name; the TfL app showed the permanent name, not the promotional name)
The exact elements of station signage/promotional material that are changed in a promotional partnership with a brand vary depending on the exact nature of the partnership, the station itself, customer needs, complexities of installation, time available. The elements are discussed and agreed on site with station staff during comprehensive site survey.
In the case of Gareth Southgate temporary rename sponsored by VISA the re-branding was on platform and external roundels the whiteboard, an in station announcement once per hour and a message on DMI screens on the platform. There were limitations on what could be changed given the four day period.
In the case of Burberry’s temporary rename of Bond Street wayfinding, and signage for exits and routes to other lines, was unchanged apart from a small Burberry sign added onto one of the Elizabeth line exits nearest to the Burberry’s Bond Street store. Not all roundels were changed. Corridor and Cross track roundels were unchanged and remained Bond Street.
Signage within trains, including the in-car digital displays which show what the next station is, and route maps within the trains were not changed as part of the temporary rename.
There were also on train announcements letting customers know that Bond St station has been renamed to Burberry Street to celebrate London Fashion week.
9. What were the reasons for the inconsistency in changes made? (Lack of funds, lack of scope for the project, etc)
As stated above, the exact elements of station signage/promotional material that are changed in a promotional partnership with a brand vary depending on the exact nature of the partnership, the station itself, customer needs, complexities of installation, time available. The elements are discussed and agreed on site with station staff during comprehensive site survey.
10. Does TfL have a ‘standard procedure’ for promotions such as these?
We have standard procedures for way we deliver and report on our partnership activity.
If this is not the information you are looking for, or if you are unable to access it for any reason, please do not hesitate to contact me.
Please see the attached information sheet for details of your right to appeal.
Yours sincerely
Gemma Jacob Senior FOI Case Officer FOI Case Management Team General Counsel Transport for London
