A 40 x 10 metre billboard at Sydney Airport, nicknamed The King, has gone digital.
The oOh!media says the 400sqm billboard on Joyce Drive is now one of the largest digital airport advertising screens in the southern hemisphere.
The King boosts oOh!’s digital airport and roadside billboard offering, adding to Big Mortey at Brisbane Airport two super-sized billboards on the approach to Melbourne Airport, known as The Twins.
Targeting people heading to the city from the airport, The King has one of the highest audience reaches in Australia, in both number and high-value terms.
Its upgrade has also been enhanced by the digitisation of The Prince, a 67sqm portrait-style billboard welcoming travellers coming into the airport, complementing the Melbourne, Brisbane and Adelaide airport external digital network.
Robbie Dery, oOh!’s Chief commercial and product officer, says the two sites extend oOh!’s leadership across the eastern seaboard.
“The King targets both the premium high-value airport audience as well as the high-volume road market, which makes it a superior asset that will form an essential part of leading out-of-home campaigns," says Dery.
“Iconic and irreplaceable sites like this are few and far between – and digitisation gives brands a great opportunity to leverage this unique and sought-after space.”
Qantas took the opportunity to utilise The King exclusively during its first week of digital life.
The upgrade also sees the billboard enter oOh!’s Signature Series, which comprises Australia’s most desirable large-format locations.
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