Rituals surprises commuters in King’s Cross St. Pancras tunnel

By Lucy Tandon Copp 15-Dec-2016

Luxury lifestyle and cosmetics brand Rituals takes over main tunnel in busy train station for out-of-home advertising campaign

Music is played into the King’s Cross St. Pancras tunnel

Luxury lifestyle and cosmetics brand Rituals has launched an immersive advertising campaign in King’s Cross St. Pancras station.

Although the brand already has a store located in the busy commuter station, it has ventured beyond its four walls and is using the station’s main tunnel instead.

Commuters passing through the tunnel from 10-30 December will be part of Rituals’ immersive brand experience, encountering visual elements and music.

The brand will also give members of the public the chance to sample products and take advantage of offers.

Passers-by are presented with samples and offers

Penny Grivea, Rituals Managing Director UK, said: “Rituals philosophy is all about encouraging people to slow down and taking time out for themselves. St Pancras is an ideal location to reach busy consumers at this key time of year.”

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Lee Madine, Senior Project Manager, Creative Solutions at JCDecaux, said: “This out-of-home advertising campaign from Rituals, one of the first beauty brands to use this immersive environment at St Pancras, is the perfect way to reach affluent commuters at the height of the Christmas shopping period.”