Train exterior advertising is a powerful way to reach large, diverse audiences across cityscapes and suburban areas. Often referred to as “moving billboards,” these ads can cover the exterior of entire train cars, creating an unmissable, visually stunning presence that attracts attention from pedestrians, motorists, and even passengers on other trains. In this blog, we’ll explore what makes train exterior advertising such an effective medium, discuss various design approaches, and provide tips for maximizing its potential to boost brand visibility and engagement.
Why Train Exterior Advertising Works
The benefits of train exterior advertising lie in its unique ability to travel directly through high-traffic areas and connect with people outside traditional advertising spaces. Here’s why it’s such an impactful option:
1. High Reach and Exposure
Trains travel through densely populated urban areas, suburban neighborhoods, and often pass high-traffic roads and intersections. Each time a train passes, the advertisements on its exterior reach thousands of people, providing extensive exposure and brand visibility.
2. Extended Viewing Time
While stationary advertising like billboards relies on viewers passing by at just the right moment, train exterior advertising often moves with traffic or at walking speed in crowded areas. This longer exposure time gives people ample opportunity to absorb the message, and for drivers stuck in traffic alongside a train, the extended viewing time can significantly increase brand recall.
3. Dynamic, Engaging Visual Appeal
A train wrap can transform an entire train car, making it a captivating spectacle that people can’t help but notice. Unlike static billboards, the movement of a fully wrapped train draws attention naturally, creating a sense of excitement that makes ads on train exteriors highly memorable.
Types of Train Exterior Advertising
When designing train exterior advertising, there are several effective approaches that brands can take depending on their marketing goals:
Full Train Wraps
Full train wraps cover the entire exterior of a train car, including windows, creating a seamless, immersive design. This technique allows brands to tell a visual story across multiple carriages, using bold colors, text, and images that convey a strong, memorable message. Full wraps are ideal for large campaigns that aim to leave a lasting impact on a broad audience.
Partial Train Wraps
Partial train wraps cover specific sections of the train, such as the lower half, sides, or front. This approach is cost-effective and can still deliver significant visual impact, especially when paired with clever designs that integrate with the train’s natural contours. Partial wraps are a great choice for brands wanting high visibility while working within a budget.
Window Decals and Stickers
For a more subtle but still effective approach, window decals or stickers can be used to create visually compelling ads without covering the entire train. This can be ideal for campaigns that use clear, concise messaging, as the decals allow visibility for passengers while still displaying a strong brand image.
Design Tips for Successful Train Exterior Advertising
The design of train exterior advertising requires special consideration to make the most of the medium. Here are some tips to ensure your design captures attention and delivers your brand message effectively:
1. Use Bold Colors and Contrasting Text
Train exteriors are constantly in motion, so it’s essential to use bold colors that stand out against the surroundings. Contrasting text colors ensure readability, and large, easy-to-read fonts help convey the message quickly and effectively. For example, using dark colors for the background with bright, contrasting text can make a big impact and improve visibility from a distance.
2. Create a Visual Story
For full train wraps, using multiple carriages can create a “storyboard” effect where each carriage contributes to an overarching theme. This approach can work well for brands with a narrative to share, where each part of the train builds on the brand’s message, visually guiding the viewer along the train’s length.
3. Keep Messaging Concise
Train advertising has a limited amount of time to capture viewers’ attention, so simplicity is key. Short, impactful phrases and minimal text are best to ensure the message is received even with brief exposure. A clear call to action (CTA) that can be read and understood at a glance, like “Visit Us Online” or “Scan Here for More,” is effective for driving engagement.
4. Include QR Codes for Interaction
Adding QR codes allows interested viewers to scan and engage with your brand even after the train has moved on. QR codes can link to promotions, websites, or social media pages, offering an interactive element that makes train exterior advertising more engaging. Ensure that the QR code is large enough to be scanned from a reasonable distance.
5. Think About Movement and Angles
The movement of a train affects how an advertisement is viewed, so it’s essential to design with motion in mind. Consider how the graphics will appear from multiple angles and how they might look as the train speeds by. Avoid complex designs that might blur in motion, and focus instead on strong, clear imagery that maintains its impact as the train moves.
Benefits of Train Exterior Advertising for Different Industries
Train exterior advertising works well across many industries, from retail and entertainment to technology and public services. Here’s how different industries can benefit from this form of advertising:
- Retail: Stores and e-commerce businesses can attract a large number of potential shoppers by advertising new product lines or seasonal sales. Bright, attractive visuals on a train can drive immediate interest and online traffic.
- Tourism: For tourism boards and travel companies, train advertising can inspire commuters to consider their next vacation destination. Eye-catching visuals of scenic destinations can be highly effective in capturing the attention of potential travelers.
- Public Service and Awareness Campaigns: Government agencies and nonprofits can reach a broad audience with impactful messages about health, safety, and environmental awareness. Trains provide a unique platform to share messages that resonate with a city’s residents and visitors alike.
Measuring the Success of Train Exterior Advertising Campaigns
To assess the effectiveness of a train exterior advertising campaign, brands can track several key metrics:
- Brand Recall and Awareness: Conducting surveys to measure brand recall before and after the campaign can provide insights into how well the message resonates with the audience.
- Engagement with QR Codes and CTAs: Tracking QR code scans or website visits linked to specific calls to action in the ad can give an indication of direct engagement.
- Social Media Mentions and Shares: If your ad encourages viewers to engage on social media, track mentions, shares, and hashtags associated with the campaign. Social media metrics can reflect audience engagement and gauge how effectively the ad caught people’s attention.
- Increased Web Traffic and Sales: Comparing website traffic and sales data during the campaign period with previous periods can help determine if the train advertising led to increased interest in your product or service.
Conclusion
Train exterior advertising is a highly effective medium that provides massive reach and visual impact, turning everyday trains into moving billboards. With the ability to travel through high-traffic areas, attract diverse audiences, and engage viewers with stunning visuals, train wraps and decals offer a unique and effective way to amplify brand presence. By combining bold design, clear messaging, and interactive elements, brands can capture the attention of commuters and pedestrians alike, making train exterior advertising an ideal addition to a comprehensive marketing strategy.