tube is London Underground's magazine for annual and monthly season ticket holders. With a circulation of 320,000 it aims to inform and entertain its readers, reward them for their loyalty and turn them into "brand advocates".

Follow-up research among readers after just one issue demonstrated the value of a customer magazine. 63% of customers understood London Underground's problems and 66% felt more positive about it, consistently playing back the values the brand wants to embody: modernity, usefulness and freshness.

For the competitions it runs in each issue, tube enjoys an average of 45,000 entries – an impressive 15% response rate.

Its contribution to London Underground's communications programme was acknowledged when tube was voted "Most Effective Public Service Title" at the 2003 APA Customer Magazine Awards.