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.
AloJapan.com