TDI has signed up the nicotine substitute brand, Nicorette, to
sponsor free travel on London’s buses and tubes on New Year’s Eve.
The deal, worth pounds 225,000, comprises 1200 posters across the
Underground network, 500 bus sides and 30,000 Docklands Light Railway
leaflets. Nicorette branding will also appear on 300,000 timetables at
bus stops throughout the capital.
The campaign breaks this week through Bates Dorland and features the
line ’You can do it. Nicorette can help’. Media planning is through
TDI is currently looking for sponsors for clocks counting down to the
millennium, as well as for the commercial opportunities offered by the
Jubilee Line extension.