Transport for London (TfL) has unveiled its newest model of the enduring Tube map forward of the launch of the Elizabeth line on Tuesday (May 24). The double purple line of the new Elizabeth line and its accompanying stations now function on the map – and eagle-eyed passengers have noticed some IKEA logos additionally scattered all through.
This is as a result of the brand new London Underground map will probably be sponsored by the model for the subsequent 12 months, marking the primary time in six years that the map has had a sponsor. Starting yesterday (Friday, May 20), IKEA will probably be featured on the net, in-station and pocket Tube maps in London.
The markers present the closest public transport choices to the 5 shops accessible by TfL. Every day, TfL’s bus, Tube and rail providers transport hundreds of thousands of individuals throughout town for work, leisure and procuring. IKEA is aiming to succeed in and inform these prospects that its retailers are nearer than many might imagine.
But this leaves many questioning how a lot the model has paid to earn its spot on the world-renowned map. MyLondon spoke with an professional at BDS Sponsorship to seek out out an estimate for simply how a lot this sponsorship deal quantities to. Richard Busby took an informed guess and predicted that IKEA is sponsoring TfL in a deal value £1.5million. This is only an estimate, and MyLondon contacted TfL who say they might not touch upon the worth of the deal.
Michael Hawkins, London space supervisor at IKEA UK mentioned: “As we create a more accessible and sustainable IKEA, we want to make it easier for our customers to visit us via public transport. Sponsoring the iconic Tube map will support customers in finding the easiest way to us.”
Julie Dixon, interim buyer and income director at TfL mentioned: “Sponsorship is a key part of TfL’s commercial activities as it generates revenue for reinvestment back into our transport network. This 12-month partnership with IKEA reflects our mutual desire to encourage more journeys by public transport.”
London presently has 5 IKEA shops, in Greenwich, Wembley, Tottenham (Edmonton), Croydon and the newest to open is in Hammersmith, which opened its doorways on February 24 this yr.
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