Beazley Insurance targets the City with a premium underground advertising campaign

Beazley Insurance, a global leader in specialist insurance, recently partnered with us to deliver a high-impact London Underground advertising campaign designed to speak directly to the heart of the City of London’s professional community.

Delivering a message where the City listens

With the City’s bustling commuter network as its stage, the campaign was strategically placed across high-footfall stations and premium advertising formats, ensuring Beazley’s message reached its ideal audience — senior decision-makers in finance, law, and insurance.

Prime City station coverage

The campaign anchored itself at Bank Station, one of the busiest interchange hubs in the London Underground network and a daily conduit for thousands of corporate travellers. Beazley made use of both 6-sheet and digital 6-sheet (d6) posters as well as 12-sheet, and 16-sheet cross-track posters, delivering standout visibility to passengers waiting for their trains.

Bank’s Waterloo & City line travelator — a known hotspot for high-income professionals moving between Waterloo and the Square Mile — hosted striking creative that dominated the corridor, ensuring exposure during those key minutes of uninterrupted dwell time.

Complementing this, Fenchurch Street and Cannon Street stations featured digital gateway screens, greeting travellers as they entered and exited. Cannon Street’s site mix also included 4-sheet posters, an ideal format for reinforcing campaign recall in close-proximity, eye-level placements.

Targeting the insurance capital

The City of London is not just the UK’s financial hub — it is also home to the world’s leading insurance market. Beazley’s decision to focus its advertising in these stations ensured direct engagement with brokers, underwriters, risk managers, and senior executives travelling between offices, client meetings, and London’s insurance institutions.

By combining high-frequency formats such as 4-sheet posters with high-impact large-format and digital gateway screens, the campaign maximised both brand awareness and message retention.

Blending traditional and digital formats

One of the campaign’s strengths was its balanced use of traditional and digital media. Large-format sheets at Bank delivered a strong visual anchor, while the digital gateway and d6 screens offered dynamic, high-definition creative capable of catching the eye in fast-moving commuter flows.

This synergy between static and digital formats ensured that Beazley’s brand identity remained both memorable and adaptable to different viewing contexts, from the quick glances of an entrance rush to the prolonged attention during platform waits.

Results that resonate

While the campaign’s success is best measured in Beazley’s own business objectives, the execution demonstrates the value of strategic media placement on the London Underground. High-footfall, audience-specific locations gave the campaign a concentration of exposure that traditional city-wide placements cannot always match.

For brands operating in sectors where audience targeting is everything, this campaign is a blueprint for delivering the right message to the right people, in the right place.

FAQs

What formats were used in the Beazley Insurance campaign?

The campaign used sheet posters, 12-sheet and 16-sheet cross-track formats, 4-sheet posters, and digital gateway screens, alongside the Bank–Waterloo & City travelator.

Why was the campaign focused on Bank, Cannon Street, and Fenchurch Street?

These stations are key commuter hubs in the City of London, frequented by high-value audiences in finance, law, and insurance.

What is a digital gateway screen?

A digital gateway screen is a high-definition display positioned at station entry and exit points, capturing attention as passengers pass through.

How does Tube advertising benefit insurance brands?

It offers targeted access to City professionals, allowing brands to reach decision-makers and industry influencers during daily commutes.