TorchMedia has launched the first full train wrap on Sydney Trains with foundation client Charles Sturt University (CSU).
Measuring over 70 metres long, the wrapped four carriage train is the largest transit advertising asset available in Australia.
Following the popularity of ‘Showcases’ launched in 2017, TorchMedia invested considerable time in developing larger formats with Sydney Trains to meet advertiser demand.
TorchMedia managing director Kirsty Dollisson said the full wrap format was created for the advertiser who truly wants to dominate the commuter environment on a scale that has never been seen before.
“Executing this campaign has been a true logistical triumph,” she said.
“It has required the utmost cooperation between the Torch team, McCann, Charles Sturt University, Sydney Trains, and our production and install partners. The execution took 28 hours to install over 280 square metres of material.
“The ability to offer clients high impact options like the full wrap on a network which delivers one million journeys daily is what sets rail advertising apart from other mediums.”
Jennifer Galloway, head of strategic development at CSU, said: “We are thrilled to work with Torch and McCann on this initiative and believe the CSU ‘Start Now’ campaign works perfectly with this exciting new advertising platform.
“Bringing to life, on such a grand scale, our impactful creative and immediate call to action, that is sure to make commuters consider their life choices and look to CSU as the university that will deliver them a better life tomorrow.
“We know that a rewarding life is there for the taking, and all they have to do is start.”
Hadley Allchurch, media manager at McCann Worldgroup, said: “Charles Sturt University operates in a very competitive environment, so we are always looking for advertising placements that really stand out.
“The full train wrap delivers massive impact and it services exactly the right audience. As it’s a media first too, it is even more noticeable and unexpected. Finally, a train that can’t be missed!”
The CSU wrapped train will run for 12 weeks across the Sydney Trains network.
Client: Charles Sturt University
Creative agency: McCann
Media agency: McCann
Media supplier: TorchMedia