Adshel transforms national reach with launch of Metro Trains Melbourne

Adshel has been in the news lately with speculations about acquisition bids from APN Outdoor and oOh!media. However, today the news focuses on what Adshel offers advertisers.

Having completed the transformation of the Metro Trains Melbourne (MTM) network, Adshel today announces the launch of its full rail offering in Australia, reaching 1 in 3 Australians each week.

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

Coinciding with the announcement is the launch of Beem It.

Adshel 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.”

By combining Melbourne and Sydney rail networks into packages, Adshel offers advertisers the platform to use dynamic, fully animated and video content to achieve cut-through and to extend their multiscreen strategy out of home. This allows them to connect and engage with 15 million commuter journeys each week.

Specifically in Melbourne, Adshel Rail delivers a tier-one commuter media platform across 38 stations, providing access to an affluent, highly educated, big spending audience. The deployment of more than 150 digital displays promises best-in-class high-definition 86” portrait screens complemented by the largest eye-level digital screens in Australia, The Wonder Wall at Melbourne’s busiest station Flinders Street, measuring 21m² and the WOW Wall at Melbourne Central measuring 14m².

Adshel CEO Mike Tyquin said of the launch, “Adshel’s commitment to engaging key audiences at scale is front and centre with the rollout 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.”

Adshel’s Rail offering in Melbourne sees it claiming to be Melbourne’s #1 commuter media solution, reaching 96% of Melburnians every fortnight.