30 May 2008
Rail Cross-Track Posters get an extreme makeover

With the number of commuter journeys on Sydney’s rail network swelling by over 4% in the past 12 months alone, APN Outdoor has embarked on a major overhaul of its CBD rail cross-track poster network.

The broad scale upgrade covers 300 rail cross-track panels at Sydney CBD stations, to be completed by mid-November 2008. All panels will be upgraded from paper to vinyl skins and given new technologically advanced blue frames.

The cosmetic upgrades are sure to attract interest from advertisers looking to reach the rail commuter audience, one third of whom comprise the affluent AB demographic.

The key findings of APN Outdoor’s rail cross-track research undertaken last year showed:

• On a typical weekday, over 1 million people travel on CityRail in NSW
  
• 75% of rail commuters wait between 3 to 10 minutes for a train
  
• 54% of rail commuters are “GenY”, “NetGen” or the “Millennial” generation
  
• 59% think ads catch them when they have time to think
  
• 47% visited a website or store to find out more information as a result of viewing the rail ads
  
• 34% have tried or bought something that was advertised

“Rail cross-track advertising is a cost effective, highly targeted medium offering a powerful visual connection with commuters,” said Paul McBeth, general manager, marketing. “High peak hour dwell times offer a unique advertiser environment for emotional, rational or interactive messages.”

“Taking advantage of this dwell time are national brands such as Oporto, Levis, ANZ, Fairfax and IKEA,” said McBeth. “Commuters’ engagement with rail cross-track panels is supported by APN Outdoor’s HPO research, which revealed that the average cross-track campaign delivers ad recall of up to 34%” said McBeth.

For press-related enquiries please contact:
Misty Cambray
National Marketing Manager
Ph: 02 8569 3000
misty.cambray@apnoutdoor.com.au

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