The partnership, which includes a transformation of the TfL Underground with a refresh of advertising space, brand new formats and an increased digital OOH footprint, uses data and technology to make customers’ experience more tailored, relevant and contextual. 

Hello London uses Abi (audience behavioural insights): an insight tool that draws on anonymised, aggregated data from Telefonica UK’s O2 customers. This is used to offer information including station entry/exit, demographics, interests, locations and time of travel, as well as detail such as when international visitors are at Zone 1 stations.  

This is the first time that TfL is providing the opportunity to advertise to one London audience across all TfL rail modes, including all of London Underground, London Overground, Tramlink, Docklands Light Railway, Victoria Coach Station and, once operational, the Elizabeth line.