The five year contract, awarded to SpaceandPeople after a fully competitive tender process, will start on 1 October 2015.
The contract is being managed by Network Rail Property – the only commercial division of Network Rail which reinvests all profits into the rail infrastructure.
The new experiential campaigns will feature across 18 of Britain’s biggest and busiest railway stations including Glasgow, London King’s Cross, Euston, Cardiff, Manchester Piccadilly, Waterloo and Victoria which are used by up to a billion people every year.
Hamish Kiernan, retail director at Network Rail said: “We want to create truly exceptional places for passengers and visitors, and as part of this aspire to bring a sense of theatre and interactivity to our stations. SpaceandPeople have unparalleled experience in creating experiential campaigns in high footfall places, and therefore we saw them as natural partner to help us meet this objective.”
Matthew Bending, chief executive of SpaceandPeople, added: “Network Rail Stations are evolving into destination locations in their own right and, as such, offer perfect opportunities for brands to deliver experiential solutions - we are excited at the prospect of working with our Network Rail colleagues to deliver engaging brand events which will delight and entertain their customers.”
Network Rail now aspires to transform stations into destinations in their own right. As a testament to this up to 25 per cent of people who use stations, such as King’s Cross, Waterloo and Bristol, are not actually travelling but instead visiting to use the facilities. As a result station-based retail businesses are now significantly outperforming high street shops.