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Grey Goose takes over London Tube station with huge ad

Published:  15 December, 2014

Grey Goose vodka has taken over the full length of London's Bank Underground Station with the "largest piece of single advertising creative" in UK history in the run-up to Christmas.

Grey Goose vodkaGrey Goose claims the Underground ad is the ‘largest single piece of creative’ in UIK history

Until December 28 the brand is taking over the full length of the Northern Line northbound platform - marking the first time a brand has owned the entire media space available on the platform.

The brand maintains the site and position perfectly corresponds  with a high level of footfall from its key audience. The imagery used includes "large expanses of sky" spanning a number of billboards to create what the brand describes as a "total immersive experience". Its luxury credentials are highlighted with silver foil-blocking on the logo and spot-varnishing on the geese.

The ad activity is part of the wider £1.8 million Fly Beyond campaign for Grey Goose, which focuses on how the brand's cellar master François Thibault, upped the ante in the super premium category.

The Fly Beyond campaign has already been supported by a 90-second cinema advertisement directed by award-winning filmmaker Nicolas Winding Refn, together with print and digital executions. It is also using experiential and online programmes as part of the marketing mix.

Grey Goose is made in France using wheat from the Picardie region and spring water from Gensac-La-Pallue, in Cognac. The Grey Goose portfolio includes pear, orange, lemon, black cherry and melon variants.