Yarra Trams Boosts Sustainability with Free Ads
Yarra Trams grants six environmental groups free tram wrap advertising in 2021
Yarra Trams Adds Six Sustainability Partners
Melbourne's Yarra Trams has selected six environmental organizations for its 2021 Community Partnerships Program, giving them free advertising space across the tram network. The partners—Birdlife Australia, Environment Victoria, Fairtrade Australia and New Zealand, Planet Ark, Royal Botanic Gardens Victoria, and Wildlife Victoria—will each receive three months of tram wrap advertising to promote sustainability messages. The first advertisements were scheduled to appear on trams in December 2020.
Program Shifts Focus to Environmental Initiatives
The 2021 program introduces a new theme called "A more sustainable Melbourne," marking Yarra Trams' increased focus on environmental responsibility. Transit agencies worldwide have increasingly partnered with community organizations to use their advertising inventory for public benefit messaging, according to transit industry practices. The in-kind advertising partnerships allow nonprofit organizations to reach thousands of daily riders without marketing budgets. Julien Dehornoy, CEO of Yarra Trams, said the program supports organizations doing important community work while promoting sustainability messages across the network.
Partners Receive Three-Month Advertising Campaigns
Each of the six community partners will receive three months of advertising through tram wraps that cover the exterior of vehicles operating across Melbourne's tram network. The rotating schedule ensures sustainability messages remain visible throughout the year as different organizations take turns with the advertising space. Officials didn't specify which routes the wrapped trams will operate on or how many vehicles will feature each organization's campaign. The program provides exposure to Melbourne's extensive tram ridership, though specific ridership figures for 2021 weren't available.
Advertising Rollout Began in Late 2020
The first tram advertising was scheduled to go live on the network in December 2020, with the six partners' campaigns rotating throughout 2021. Officials said the program aims to ensure important sustainability messages are promoted across the network year-round. The transit agency didn't provide specific dates for when each organization's three-month advertising period would begin or end. Yarra Trams said the partnerships demonstrate its dedication to supporting meaningful environmental initiatives.
Partnership Amplifies Environmental Messages
The community partnerships help amplify the voices of organizations working toward a more sustainable future for Melbourne by providing visibility to thousands of daily tram riders. The selected organizations represent diverse environmental causes, from wildlife conservation to fair trade practices. Riders can see the sustainability campaigns on wrapped trams operating throughout Melbourne's network. Moovit provides real-time updates and route information for Melbourne's tram services.
