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XTP: first pioneer partners found

Viacom Outdoor has secured five major advertisers as the first to take advantage of its new underground media Cross Track Projection (XTP) system.

Becks, DHL, Transport for London, Tropicana and Total Media have signed up as the first "pioneer partners" to use the medium when it trials in March at Euston station.

The signings follow a five-day demonstration of the moving-image technology at the disused Aldwych station last year to agency, specialist and client viewers.

Viacom Outdoor is now looking to seek a further five pioneer partners to work alongside the contractor for the first 12 months of the project.

Scottish Courage brands director Andy Neal said: "XTP offers advertisers an exciting new medium for Beck's.

"London Underground's sophisticated young audience coupled with the creative opportunities that a moving image offers will add depth and impact to our current 'The bottle reveals the drinker' print and poster campaign."

Each partner will be offered benefits such as PR support from Viacom Outdoor, research learnings and creative and production development service.