Australian cannabis becomes first to advertise on London Underground

Josh McDonnell
By Josh McDonnell | 21 June 2019

Australian cannabis company Elixinol Global Limited has launched an industry-first media campaign using digital signage and video boards across key London Underground railway stations. 

The campaign, designed to build on Elixinol’s status as one of the world’s most influential Cannabidiol (CBD) brands, is currently being displayed across three main underground rail stations in Euston, St. Pancras and Charing Cross, Cannon Street, Kings Cross, and Fenchurch Street.

The two-week campaign is expected to gross over 2.1 million views across the London commuter demographic.

"This is an extremely exciting initiative by our Elixinol Europe team as it’s the first time CBD or Hemp products have been advertised through the London Underground Rail digital media platforms," Elixinol global CEO Paul Benhaim says.

"As global demand for CBD products continues to accelerate at a rapid pace, we are ensuring we are at the forefront of the industry by driving consumer awareness for the Elixinol brand across our key markets.”

Paul elixinolElixinol's Paul Benhaim (Source: LinkedIn)

Working with out of home media business JCDecaux, the campaign combines strong Elixinol messaging as "the world’s most trusted hemp brand" and highlights Elixinol quality products.

The four creatives of the campaign use sport, lifestyle and natural imagery to target popular consumer sectors for CBD products.

The campaign spans digital escalator panels, 65inch vertical format digital displays and across five Transvision screens at eye-level with train information boards, leveraging the high dwell time and high depth of engagement of rail commuters.

A series of digital banner adverts will appear concurrently on the Daily Mail newspaper website to give national reach to the consumer promotion.

“London’s busy rail stations provide an ideal canvas for our first major European digital video and signage campaign, with the very high footfall providing an unrivaled level of brand exposure to consumers," Elixinol’s EU sales and marketing director Ali Atcha says.

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