The British mobile network operator Vodafone has found a new way to remind consumers about its brand. As part of a €3m deal, it will be renaming a section of Madrid’s underground rail network and adding its red logo to the signage.
The Telegraph reports that the Spanish capital’s ‘Line 2′ (which is shown as red on tube maps) will be called ‘Line 2 Vodafone’ starting this June. This popular metro line carries 122,000 passengers a day.
Also, Madrid’s central Sol station will be renamed ‘Vodafone Sol’ and the mobile company’s logo will be displayed on the official metro map, platforms, and trains. In return for this rebranding, the city’s metro operator will receive €3m from Vodafone over a period of three years. Vodafone said in a statement:
It is the first time in Europe that an entire metro line changes its name based on a commercial deal, generating new forms of income.