Rough Guide is hoping a combination of outdoor advertising technology and a captive audience of commuters crammed on London Underground platforms will help it sell more guidebooks.
The Pearson-owned publishing giant will be using the large digital screens at stations around the network to showcase content from its array of city guidebooks around the world.
The screens have become a permanent fixture on the London tube since pilots tests were introduced in the mid-2000s, allowing ads to be beamed across the platforms for passengers to see as they wait for trains.
The Rough Guide campaign will be programmed in such a way that commuters get to see a series of features about a particular city over the course of a week (presumably commuters are creatures of habit and often stand in the same place on a platform).
Content will change each day to reveal different subjects about each city, such as places to stay, things to do, festivals and other events.
The following week the series will begin again. Cities scheduled to be featured include Paris, New York, Barcelona and Rome.
Here's a quick clip.