British television network Channel 4 will be taking over the London Underground on New Year's Eve to promote its upcoming January shows. Or at least it will be taking over the London Underground's digital signs.

Calling it a "first-of-its-kind deal," Channel 4 said in a post on its website that it will become the exclusive advertiser on digital signs in the London subway system starting at 6 a.m. on New Year's Eve through the early morning hours on New Year's Day. According to CBS Outdoor, a partner in the project, Channel 4 will be using all 1,420 screens across the entire system.

"Channel 4’s domination of our entire central London digital estate demonstrates the creative flexibility, high impact, and audience reach our screens can offer," Jason Cotterrell, country director at CBS Outdoor UK said in a statement. "This will allow the broadcaster to engage with huge volumes of revellers travelling on the London Underground on New Year’s Eve, as part of a unique campaign that has never been done before."

Channel 4 will use creative produced by its 4Creative in-house agency featuring stars of its game and comedy shows looking as though they're celebrating the new year right along with London revellers. For instance, passengers on station escalators will see celebrities "riding" the escalators next to them on digital signs. Screens on platforms will show celebrities seemingly "minding their own business" as they travel to New Year's Eve events. However, according to the post on Channel 4's website, as the evening progresses, the celebrities will begin to look "increasingly more debauched."

Personalities featured in the promotion include celebrity chefs Gordon Ramsay and Jamie Oliver, "Chatty Man" Alan Carr, and Zooey Deschanel. 

"It's fantastic that we've been able to bring together all our Channel 4 friends for this celebratory campaign showcasing the big January shows," Sarah Owen, Channel 4's head of marketing, said in the Channel 4 post.

Terms of the deal were not disclosed, but it was booked by OMD and Posterscope with JCDecaux and CBS Outdoor.

For more stories like this, please visit the Transportation/Travel research center.

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