Provision of on train and gateline advertising

Rail Advertising and Ticket Gate Advertising Concession

South Western Railway Ltd intends to procure a commercial advertising concession under which a supplier will market, sell and manage paid advertising across on‑train media and station ticket gate media on behalf of South Western Railway Ltd. The appointed supplier will secure advertisers, manage sales activity, collect advertising revenue and provide management information, sharing revenue with South Western Railway Ltd under an agreed commercial model. The new concession is expected to protect an established revenue baseline while placing greater emphasis on incremental revenue growth, innovation and performance.

South Western Railway Ltd services and stations included in this concession extend widely across South West London, Surrey, Berkshire, Hampshire, Dorset, Wiltshire and Devon including Guildford, Basingstoke, Portsmouth, Southampton, Salisbury, Bournemouth, Weymouth and Exeter.

The anticipated high level supplier requirements are as follows, however are subject to change following premarket engagement:

Fulfil on‑train commercial advertising space across a variety of formats within the South Western Railway Ltd fleet; including approx. 16,000 interior advertising spaces of mixed sizes across around 325 train sets, with 1,250 landscape format digital screens expected launch during 2026; other formats may be agreed during the current or future contracts.

Fulfil station ticket gate advertising formats within the South Western Railway Ltd network, currently consisting of 316 double sides gates at 42 stations.

Maximise overall advertising revenue through strong sales execution, enhanced agency and advertiser engagement, and innovative monetisation of on‑train and ticket gate formats, including currently unutilised space.

Market and sell all available advertising inventory to advertisers and agencies.

Manage advertiser and agency relationships and sales pipelines.

Advise and implement formats, pricing and yield management strategies to maximise overall revenue.

Coordinate campaign delivery with South Western Railway Ltd commercial and fleet teams, and any other relevant parties.

Collect, reconcile and report advertising revenues by various agreed metrics.

Provide regular performance reporting and management information, including ongoing engagement with South Western Railway to understand performance and seek ongoing opportunities.

Propose and implement innovation in formats, data use, and sales approaches.