London’s Euston Station, a vital artery for the nation’s rail network, is poised for a subtle shift. After a period of calm, advertising is returning to the station’s concourse, but with a cautious approach born from past passenger complaints.
Just over a year ago, a colossal 49-foot advertising board dominated the station, drawing ire from travelers who found it headache-inducing and obscuring crucial train departure information. The outcry led to a direct order from then-Transport Secretary Louise Haigh to remove the screen, a key step in addressing the notorious “Euston rush” and improving the overall passenger experience.
Now, Network Rail is initiating a two-week trial to reintroduce advertising, but in a significantly scaled-back form. The focus is on utilizing currently unused outer edges of the large screen, carefully avoiding any interference with the central display of vital train information and customer notices.
The decision isn’t solely about aesthetics; potential revenue generation is also a factor. Any income derived from these toned-down advertisements would be reinvested directly back into the station, fueling further improvements and upgrades for passengers.
Network Rail is acutely aware of the previous issues and has pledged to maintain comfortable brightness levels and ensure content is non-distracting, even adhering to guidelines regarding neurodiversity. This trial period will be crucial in determining if a balance can be struck between commercial interests and passenger wellbeing.
Louise Haigh, reflecting on the initial removal of the large board, emphasized the tangible improvements it brought. She believes the changes made Euston safer, easier to navigate, and more pleasant for everyone, highlighting the benefits of rail nationalization in prioritizing passenger experience.
London TravelWatch, a key passenger advocacy group, will be closely consulted throughout the trial. They previously voiced serious concerns about the original advertising setup and welcome the ongoing upgrades, including improvements to the Assisted Travel Lounge and the creation of a new customer service hub.
The station’s ongoing transformation extends beyond the advertising trial. The Assisted Travel Lounge is undergoing a refurbishment, adding nine extra seats and a complete overhaul of its furnishings, flooring, ceilings, and lighting, alongside the installation of new information screens.
Amanda Webster-Uz, Head of Operations at London Euston, affirmed that passengers remain the central focus of all station improvements. The goal is to deliver meaningful enhancements that benefit travelers today, while simultaneously planning for the station’s long-term future.
This careful reintroduction of advertising represents a delicate balancing act – a commitment to generating revenue while prioritizing the comfort, clarity, and overall experience of the millions who pass through Euston Station each year.
