TorchMedia has retained its contract for the exclusive advertising rights to the Sydney Light Rail network, following a competitive closed market tender.

Sydney Light Rail has become a significant part of the city's infrastructure, with passenger numbers having doubled each year since 2021. The Sydney Light Rail advertising rights cover both exterior and interior formats on 76 Light Rail vehicles across the CBD South East and Inner West lines, including Full Wraps.

The win is the latest success for the transit out-of-home media specialist, after it picked up Adelaide’s Light Rail and Train network.

“The Central Business District and South East Light Rail network has been a transformative infrastructure project for Sydney. Since the L2 Randwick Line opened in late 2019 and the L3 Kingsford Line soon after, Sydney Light Rail has become an important part of the fabric of the city. Not only has it helped reduce bus congestion and provided a higher capacity mode to transport people to the event precincts of the Sydney Cricket Ground, Allianz Stadium and Randwick Racecourse, it has become a reliable and convenient part of the daily commute for Sydneysiders, illustrated by the skyrocketing recent patronage," said Managing Director at TorchMedia, Kirsty Dollisson. "We are excited to extend our partnership with Transdev, ALTRAC Light Rail and Transport for New South Wales, to continue bringing stunning campaigns to life in the heart of Sydney’s CBD."

The Sydney Light Rail network expanded into the Sydney CBD in December 2019, marking the return of trams to the city centre for the first time in 58 years. More than 37.7 million total trips were taken on the Sydney Light Rail during 2023.

"The Sydney Light Rail network enables advertisers to deliver impactful, larger than life campaigns right through the centre of the city. It provides access to premium retail, big events, sporting and entertainment precincts, as well as George Street, Circular Quay and Surry Hills. It has become a critical component of how brands target the CBD and surrounds, as well as valuable audiences in the East and Inner West," said Head of Sales at TorchMedia, Aaron Morton. “The Sydney Light Rail has also proven its popularity due to its frequency and reliability; comparing 2023 to 2022, passenger numbers have increased by 47% and we expect to see further passenger growth this year and beyond.”