i2i said the deal provided an opportunity for brands to interact on a one-to-one basis for several minutes during an otherwise ‘brand free’ time.
Under the agreement, i2i is able to match brands to a targeted group at major events, such as rugby internationals at Twickenham, who are coming and going by train or simply walking to the event past the stations. i2i’s exclusive rights provide access to all areas of the stations which experience high volumes of human traffic, and there is also access to the concourses with prior approval from South West Trains.
The network includes Ascot (Royal Ascot and other major racing events), Twickenham (all rugby internationals and domestic cup finals), Henley (Royal Regatta), Esher (Sandown Park racing), Wimbledon (tennis), Sunbury (Kempton Park racing), Farnborough (air show), Hampton Court (flower show) and Portsmouth (major maritime events).
"Not only does this branding opportunity offer a huge interactive option, it also offers a highly valuable opportunity for brands to ambush sponsorship of a major event by being the first and last brand people see before and after an event," an i2i spokesman said.
"The brand will also be one of very few at a sponsored event that is able to get so close to the customer and leave them with an actual ‘brand experience’."
