Go Media’s new transit format targets commuters on the move

Go Media has introduced TrackSide, a new transit media format with a 5.5 metre ad space on both sides of train carriages.

Launched across Wellington’s train network, Victoria University of Wellington is the first brand to jump onboard.

“This bold new format delivers high-impact creative in an environment with massive reach, cost-effective production and long dwell times,” says Go Media group sales manager Craig Strachan.

“TrackSide is all about presence – uninterrupted space that sits right in the commuter’s line of sight.

“When you combine TrackSide with bulkhead placements inside the carriages, advertisers are reaching both entering passengers and those seated for the journey. It’s an ideal format for building brand awareness, delivering messages that stick and the ability to engage with commuters during long commute times,” Strachan adds.

Meet commuters where they are

The creative from Victoria University appears across the outside and the inside of the trains.

“In a competitive and fast-moving environment, it’s crucial we meet future students where they are – and often, that’s on the move,” says Kate Baker, Victoria University associate director.

“The TrackSide format gives us an unmissable presence across the capital’s transport network, helping reinforce our connection to Wellington and keep Victoria University of Wellington front of mind.”

MBM business director Kaitlin Mitchell says, “The need to stand out when engaging with potential students has become more imperative within the current landscape.

“The sea of messages aimed at this audience is constantly growing, meaning we are always looking at new and innovative ways to connect.

“We recognised that our Wellington future students are a significant portion of enrolments, so being part of the TrackSide launch felt like the perfect fit. The format is bold, visible and puts us right in front of thousands of potential students,” Mitchell adds.

High impact, lower cost

The TrackSide format provides a cost-effective platform for on-train advertisements, which was previously limited to full and partial wraps printed directly onto carriages. While full wraps are still available, TrackSide will be a more accessible option for a wider range of organisations.

“The reach for this media is huge,” says Strachan.

“Wellingtonians are among the country’s most dedicated train commuters, taking over 900,000 train trips every month – the highest per capita usage in Aotearoa.

“More than three-quarters of passengers use the network to commute daily, making it a key channel for reaching people on the move.

“With long average journey times and high repeat travel, the train environment offers advertisers extended dwell time and consistent exposure to a captive and engaged audience – including students, professionals and everyday commuters across the region,” Strachan adds.

TrackSide joins other recent transit-oriented media innovations from Go Media including A0 Hero, a mobile reimagining of the iconic A0-sized street poster format on the roadside panels of Wellington’s double-decker buses, and the trial of a new digital advertising format inside the region’s buses in partnership with Greater Wellington Regional Council.