Royal Brunei boards Melbourne Metro in a new campaign targeting commuters via TorchMedia

International airline, Royal Brunei Airlines, is taking their marketing to trains with TorchMedia. The advertising campaign is targeting Melbourne Metro commuters, informing everyday travellers on their international flight offers.

Royal Brunei Airlines has been operating for almost 40 years and is the flag carrier of the Sultanate of Brunei. Their central hub is in Brunei and operates daily flights to and from Melbourne, London and throughout Asia. The Melbourne Metro campaign is tying in with their ‘Betterfly’ campaign.

This is the first airline to appear on the trains in Melbourne and represents the transition from product advertising on transport to luxury services and products. The campaign utilises the ‘Trackview’ format, with the advertisements appearing on the exterior of the trains, able to be seen at eye level from the station platforms and the street.

Kirsty Dollisson, GM for TorchMedia, the company who manages the advertising on trains in Victoria and Queensland believes this form of promotion is not exclusive to just big brand advertisers.

Says Dollisson: “We have already had huge success in Brisbane and Melbourne with the transit formats. Brands of all sizes are realising the huge potential to reach diverse and far spread audiences.”

Royal Brunei Airlines country manager for Australia, Brett McDougall, said that the trains were a great way of informing commuters of their daily flights from Melbourne to Dubai, London and across Asia.

Says McDougall: “We are seeking to broaden our customer base using a combination of train and out of home advertising.”

TorchMedia is Australia’s only media company dedicated to Out Of Home through a unique mix of retail and transit.