The Starlight Children’s Foundation and Queensland Rail use transit advertising in latest campaign.
The campaign boasts the slogan ‘Starlight Express Room’. The execution will dominate carriages across Brisbane. It is expected that Starlight will reach over 400,000 commuters weekly with the message – each seeing the creative at least twice.
The campaign is being executed by outdoor media specialist TorchMedia who are seeing more charities using train exteriors. This is because it’s an excellent platform to talk to a hard to reach consumer who are time poor, yet have the disposable income to donate to charities, suggests Kirsty Dollisson, general manager at TorchMedia.
With a message localised to the audience they are hoping to raise much-needed funds for the Starlight Express Room at the Children’s Mater Hospital.
Being able to engage the Australian public and encourage them to donate to a particular charity can be as challenging as marketing your brand.
“Consumers consumption of media has changed through the digital revolution which has led to an ongoing decline in the traditional TV and radio,” says Dollisson.
Outdoor seems to be the modern flavour and brands are shifting their marketing spend to ensure they get the best brand impact on their campaigns.
TorchMedia manages all exterior advertising on rolling stock in Sydney, Melbourne and Brisbane.