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London Swaps the Morning Paper for Live Ashes Coverage

Ashes NewsAs major cricket event The Ashes takes place in Manchester from the 1st – 5th August, London will ensure that its travellers are kept connected by offering live sports coverage on the Underground. Commuters and explorers using the tube will be gifted with match updates along Cross-Track-Projection platforms, implemented by CBS Outdoor UK.

Text commentary from Livewire wil be supplied along with passenger tweets to Fin London’s live Broadcast On Demand information system, and then fed onto digital screens between 11am and 7pm.

The #undergroundashes hashtag will ensure that social media engagement encourages passengers to interact with the campaign, which will in turn demonstrate the level of interaction from London’s public.

The MD of CBS Outdoor UK, Jason Cotterrell, expressed his excitement at combining the traditional sports event with innovative digital development, saying that: “We have worked in partnership with Fin London and Livewire to deliver a true first, and we look forward to offering similar engaging content in the future, given the vast range of sporting activities which engender huge interest and passion in the capital.”