As part of high-profile advertising campaigns for Burberry and Samsung, two subway stations were temporarily renamed last year.
Transport for London has earned £500,000 from fees for the temporary name changes, according to responses to BBC freedom of information requests.
Disabled-led campaign group Transport for All said: “Thoughtless PR stunts to plug holes in TfL’s funding must not come at the expense of accessibility and safety for disabled passengers.”
Old Street tube station was renamed Fold Street last monthin a deal that saw Transport for London (TfL) receive £300,000. It was part of a series of ‘Fold Town’ activations across East London led by Taylor Herring for Samsung to promote the release of the Galaxy Z Fold6 and Z Flip6.
TfL received £200,000 to rename Bond Street tube station “Burberry Street” during London Fashion Week last September.
TfL received 57 complaints about the renaming of Bond Street station. As for the renaming of Old Street station last month, the FOI response states: “Up to the date of your request, our Customer Contact Centre had not received any complaints.” However, the FOI request was made on 24 July – the start of a five-day period during which the station became “Fold Street”.
Transport For All has previously requested meetings with TfL to discuss its concerns about the individual station name changes. Emma Vogelmann, head of policy, campaigns and public affairs, said: “We all need accurate information to use the Tube – maps and signs are part of that.” She added: “Fiddled around with station names and circular signs is stopping many disabled people from travelling confidently.”
Alastair McCapra, chief executive of the CIPR, told PRWeek UK: “Renaming tube stations could be a quick win for a brand, but it is unclear what benefit it brings to the public – including tourists and people with disabilities – who are at risk of becoming confused on their journeys.”
He said: “I would be interested to know how these brands have measured the success of these campaigns and whether the impact on vulnerable passengers has been taken into account.”
A TfL spokesperson said: “Partnerships like this help us and brands to positively engage with the hundreds of thousands of people who pass through our stations in a fun and playful way, while ensuring they can use our network safely.”
Regarding the renaming of Old Street Station to Fold Street, they added: “Signage on trains, including digital displays in the carriage showing the next station, automated train announcements and route maps on trains, have not been changed as part of the temporary takeover.”
The spokesperson also explained that station staff were “fully informed in advance” and that “regular station announcements were made throughout the campaign to inform customers that this was Old Street station”.
It also said that TfL had “informed Moorfields Eye Hospital of the temporary change to some signage to minimise the impact on visitors to the hospital”.
Taylor Herring declined to comment and Burberry did not respond to a PRWeek request for comment.
