pink floyd and parlophone unveiled "the endless river" on 22 september 2014, including the release date, artwork and track listing, accompanied by a promotional website, a hyperstitial for the pink floyd website. the site featured an artist's statement, photographs from the "division bell" sessions, pre-order details and two teasers, one featuring a 30-second snippet of "it's what we do", and a television advertisement, featuring the album's geometric-based artwork. pre-orders on physical and digital formats started the same day. prominent installations of the album's artwork were placed around the world, including a four-sided 8m tall billboard placed in south bank, london, and large-scale poster advertisements in cities such as berlin, paris, los angeles, milan, new york and sydney.