Evening Standard to Publish Special Edition for 24-Hour Tube Service Opening

A one-off late night edition of the London Evening Standard to celebrate the opening of the 24-hour service on the tube will be published tomorrow, with Vodafone the exclusive commercial partner.

To promote the edition, a multi-platform marketing campaign has been running  this week with co-branded advertising in the paper and online, plus a Vodafone-sponsored cover wrap of the Evening Standard.

Eighty thousand copies of the 36-page Late Night Standard will be handed out by Evening Standard vendors between 5.30pm-11.30pm on tomorrow at key stations in Zone 1.

As the solus partner, Vodafone will have eight pages of branded content in the Late Night Standard, plus four native articles on standard.co.uk. The paper’s masthead will also be edited to reflect the Vodafone partnership.

Vodafone has taken over take over standard.co.uk’s Going Out channel for the three days leading up to the late night edition. In addition, all content from the print copy will be repurposed on standard.co.uk, with a sub channel within the Going Out section sponsored by Vodafone.  Sponsored social posts will run from launch onwards and there will also be 250,000 in feed mobile traffic drivers to the Vodafone native content. The partnership was brokered by MEC.

Jon O’Donnell, managing director, ESI Commercial, said: “As an innovative media first, the Late Night Standard recognises the excitement in London that surrounds the night tube. Vodafone has embraced this key moment, making them the perfect partner to work with as we build on our brands’ influence in this powerhouse city. It’s a brilliant example of how we can work with advertisers to bring London to life for our audience and make this a night to remember.”