Welcome to our January Best of the Month selection: a monthly round up of our favourite recent campaigns. We love to celebrate our clients who are making great transit creative, designed perfectly for the space, with bold colours and eye-catching imagery!
Formats: Sydney Light Rail and Canberra Light Rail Triple Carriage Wrap
Bringing contemporary art, design and architecture to the streets of Sydney and Canberra, the National Gallery of Victoria showcased the masterpieces of 120 artists, designers and collectives and 100 extraordinary projects on Sydney and Canberra Light Rail. Adding a pop of colour, the campaign creative is a beautiful reminder to ‘See the World through Art and Design’, encouraging commuters to head down to Melbourne to be immersed in this spectacular exhibition.
Why we love it: NGV brings the gallery to the streets in a contextually relevant format, combining Sydney and Canberra’s largest moving billboards with Triennial’s ‘Powerful and Moving Portrait of the World Today’.
Format: Sydney Metro Digital Network, Sydney Ferries Vessel Takeover, Wharf Wall and Floor Media
Merlin Entertainments invites commuters to visit Sydney’s most iconic attractions, offering great deals to see all your favourite places. Leveraging the peak season with increased foot traffic during the school holiday, and prompting commuters to get on board Sydney Light Rail and Sydney Trains, allowed Merlin Entertainment’s target audience to take advantage of these deals. Connecting their branding to the creative provided a golden opportunity for Merlin Entertainments to create an interactive Wharf Wall and Floor Media. A Flippin’ Cool picture-perfect moment was achieved and Merlin Entertainment was able to effectively connect with commuters to leave a lasting impression.
Why we love it: Creating maximum audience engagement, Merlin Entertainments continues to advertise with TorchMedia during peak holiday periods to promote their fun array of attractions on offer.
Formats: Sydney Light Rail Megaside, Sydney Metro Digital Network
Let’s have some Fun in the Sun! Cruising into Sydney, Carnival Cruises is reeling in the summer fun and speaking to commuters ready for a holiday. Strategically taking over the Sydney Light Rail with a Megaside, Carnival Cruises targeted Sydneysiders in close proximity to Circular Quay, capturing the attention of commuters and building excitement for a carnival holiday. Taking their campaign to the next level, Carnival Cruises utilised the Sydney Metro Digital Network to speak to commuters at multiple touch points along their journey, leveraging on affluent commuters in high reach areas.
Why we love it: Taking full advantage of the large format execution, Carnival Cruises connected with their target audience by inviting commuters to Get on Board both the Sydney Light Rail and the cruise ship.
NMA – Discovering Egypt
Formats: Canberra Light Rail Portraits & Interior Takeover
Targeting commuters, drivers, and the wider Canberra audience, the National Museum of Australia took advantage of the Light Rail to bring the wonders of Ancient Egypt to life. Seamlessly integrating the campaign creative to both internal and external formats, commuters were immersed in the exhibition and left desiring more. NMA have strategically utilised out of home advertising to generate awareness for eager passengers while providing easy access for commuters wanting to check out the new exhibition.
Why we love it: This campaign creatively blends geographic location with Canberra Light Rail network creating interest for commuters to discover Egypt at the National Museum of Australia.
Formats: Sydney Light Triple Carriage Wrap
R.M Williams are thrilled to announce their new flagship store at Pitt Street Mall, bringing Australian craftsmanship to the centre of Sydney CBD. As Sydney’s premium mode of transport, the Light Rail drives through the CBD & South East, offering the ideal Out of Home advertising space to enhance the visibility of R.M Williams in close proximity to their flagship store. Building anticipation through their iconic boot tag, R.M Williams utilised a Triple Carriage Wrap to capture the attention of Sydneysiders and entice commuters to their store.
Why we love it: The simple creative effectively spoke to commuters on the move through bold branding and distinctive campaign messaging.
Check out more of these great campaigns below and on our socials!