Holmesglen education providers makes tracks in Melbourne in a new campaign via TorchMedia

One of Victoria’s leading education providers, Holmesglen has engaged retail media and commuter advertising provider, TorchMedia, to drive enrolments and recruit teachers for the 2014 school year.

The TorchMedia exterior rail-advertising network in Melbourne, allows advertisers to promote their products and services on the exterior of the Melbourne Metro Train network.

A large portion of the typical commuter is the target audience for the Holmesglen campaign, which is aimed at communicating to the young and fast paced student in the lead up to the end of the school year.

Transit advertising is fast becoming a big part of marketing spends as it is an excellent medium to talk to a hard to reach consumer explains Kirsty Dollisson, general manager, TorchMedia:

“Commuters’ consumption of media has changed through the digital revolution which has led to an increasing decline in the traditional TV and radio advertising mediums. It’s not because we’ve lost our appetites for news and entertainment; we’re simply consuming it all in different ways.”

The format is configured to gain maximum attention of the commuter, 2 panels per carriage on a 6-carriage train. The Melbourne Metro carries some 220 million passengers per year; that is an audience of 4.2m people per month.

Says Dollisson: “There has been a 23% increase in people commuting by train in metropolitan areas in the past 6 years making this a great way to hit the mass Australian market.”

TorchMedia offers commuter advertising across Victoria and Queensland.