MediaTel

Viacom-Outdoor has secured a sponsorship deal with Vittel to launch a water sampling initiative addressing the problem of passengers overheating on the Tube.

The deal, which was created by Viacom-Outdoor's special projects team Impact, incorporates poster domination of Oxford Circus, bus L-sides and co-branding with London Underground across network-wide notice-board sites.

As part of the initiative, bottles of Vittel will be given away at Oxford Circus and Piccadilly Circus throughout July. The Vittel team will keep an eye on rising temperatures and will give away over 300,000 bottles of water on the eight hottest days of the month.

Perrier Vittel's commercial director, Simon Durrant, said: "Vittel Natural Mineral Water is the perfect way to keep re-hydrated on the move. The 33cl bottle easily slips into a bag and can be sipped throughout your journey. We are pleased to be helping commuters keep cool this summer by giving away over 300,000 bottles of chilled water."

Last May Viacom Outdoor was forced to admit that its XTP cross-track projection system would not launch this year as expected, a delay which outdoor buying company Blade has estimated could cost the outdoor industry £10m in revenue this year (see XTP System Will Not Launch This Year).

Viacom Outdoor: 020 7482 3000 www.viacom-outdoor.co.uk

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