Earlier this year The Sound of Music celebrated its 50^th Anniversary, and yet the uplifting story of the von Trapp family remains as iconic and heart-warming as ever. This December, the world’s most loved musical; The London Palladium Production of The Sound of Music arrives in Sydney, starring many of Australia’s favourite stage performers.

ACMN is utilising the impactful Sydney Light Rail Wrap format to reach Sydney-siders in the lead up to the December launch date, taking advantage of the increase in outdoor traffic and Light Rail passengers travelling to and from the city in the lead up to the Christmas period. The Light Rail’s proximity to the show’s venue, The Capitol Theatre, is also ideal for reaching potential viewers.

TorchMedia recently secured the advertising rights for the Sydney Light Rail Network, adding to its existing Eastern Seaboard transit media portfolio.

The Sydney Light Rail will provide transportation for musical goers arriving at the Capitol Theatre from the Inner Western suburbs. The campaign will also benefit from significant audience numbers around Market City, Pyrmont, The Star and surrounds.

Sydney Light Rail is experiencing consistent growth in passenger journeys each month; with the average run rate now around 750,000 monthly. The year to April 2015 saw a 70 per cent increase in passenger journeys, as the Light Rail is fast becoming a commuter favourite for Sydney professionals, students, leisure seekers and tourists.

Kirsty Dollisson, general manager of TorchMedia said: “The Sound of Music campaign is a perfect launch execution for us to build awareness of our new transit offering. As with all ACMN led campaigns, the creative is simple, bold and striking, which will no doubt grab the attention of Sydneysiders whilst out and about.