oOh!media has launched one of the largest airport billboards in the southern hemisphere with Qantas and the City of Melbourne as the first exclusive advertising partners for the mega site at Melbourne’s Tullamarine Airport.
The length of a Boeing 737-800, the Queen Victoria greets travellers heading to and departing from the airport on the busy Tullamarine Freeway.
The giant billboard features a digital panel for passengers as they enter the airport with Qantas as the inaugural advertiser, while the arrivals face is a classic format, with the City of Melbourne welcoming travellers as they head into the Melbourne CBD.
City of Melbourne chose to produce its creative on the new Ecobanner, a fully recyclable, closed loop and PVC free material that is also highly durable.
Sally Capp, lord mayor of the City of Melbourne, said Melbourne Airport welcomes thousands of visitors from across the country and around the world every day.
"That’s because Melbourne has unparalleled events, entertainment, food, job opportunities and a stellar nightlife," she said.
"We’re delighted to be welcoming travellers at the ‘Queen Victoria’ site at Melbourne Airport, and hope this message helps build excitement for visitors as they head off on their city adventure.”
oOh!’s new ‘Queen Victoria’ Melbourne landmark joins oOh!’s ‘The King’ at Sydney Airport and ‘Big Morety’ at Brisbane Airport as three of Australia’s largest and most premium out-of-home digital sites, with a combined reach of more than 11% or 1.3 million people on the eastern seaboard over a 28-day period.
Elise Taylor, group director – enterprise at oOh!, said the launch of this new mega site is a major addition to oOh!’s portfolio, connecting brands with premium audiences as they arrive and depart from Melbourne Airport.
"Its sheer size makes it simply unmissable, while its dual digital and classic format gives advertisers even more options," she said.
“The Melbourne site, in addition to our giant site in Sydney and Brisbane can be purchased individually or as a package to create an unmissable impact across oOh!’s Fly network, which includes airports in 16 Australian cities and 20 terminals.”
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