Having completed the transformation of the Metro Trains Melbourne (MTM) network, Adshel has announced the launch of its full rail offering in Australia.

Coupling Metro Trains with the existing Sydney Trains offering, Adshel Rail now dominates 90 stations in Australia’s two busiest urban centres.

Adshel’s high-impact dominations have launched right in the heart of Melbourne’s CBD today with ‘Beem It’.

Head of marketing and communications Andrew Campbell said: “We’re excited to launch Beem It, an instant payments app that allows anyone to pay, request and split a bill with friends and family across Adshel’s Rail network in Melbourne.

“This is the first campaign for us in out-of-home, and this solution helps us drive awareness through high-impact placements.”

Adshel CEO Mike Tyquin said: “Adshel’s commitment to engaging key audiences at scale is front and centre with the roll out of MTM. We’ve completely overhauled the offering, reflecting the value of the rail audience and importance of the Melbourne market.

“The inclusion of MTM to Adshel’s product offering further complements our strategy to become the most impactful out-of-home business in Australia.”