From ¡°Shape of You¡± to Shinjuku, Tokyoites are getting on board with Ed Sheeran.
In conjunction with the scheduled release of the global pop star¡¯s latest album ¡°Play¡± on Friday, the Tokyo Metropolitan Bureau of Transportation has announced a collaboration with Warner Music Japan: the ¡°Oh! Ed! Collaboration Campaign.¡±
The multitier campaign was inspired in part by the matching magenta color of Sheeran¡¯s new album cover and the Oedo Line symbol. The campaign title, ¡°Oh! Ed!¡± plays on the train line¡¯s name and the katakana pronunciation of the singer¡¯s first name.
A major part of the campaign is the ¡°Oh! Ed! Museum Train.¡± Also dubbed the ¡°moving Ed museum,¡± the eight-car train will surround passengers with the artist¡¯s music and trivia related to his career, with each car dedicated to a different theme such as ¡°The story of Ed Sheeran,¡± ¡°Travel the Oedo Line through music, the destination is ¡®Play¡¯¡± and ¡°You, too, can be an Ed expert.¡± The train began operation on Monday and will run through Oct. 12.
Other campaign offerings include official merch such as a limited edition album cover, towel, keychain and T-shirts, as well as a stamp rally where participants can collect digital stamps at six locations on the Oedo Line. Various stores located along the train line will also sell campaign tie-in goods.
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