oOh!media has introduced one of the largest airport billboard in the southern hemisphere at Melbourne’s Tullamarine Airport, named ‘Queen Victoria.’ Partnering with Qantas and the City of Melbourne as the first exclusive advertisers, the mega billboard spans the length of a Boeing 737-800.
Positioned along the busy Tullamarine Freeway, the billboard grants exposure to a vast audience, listing a 100% reach of premium airport travellers. Notably, Melbourne Airport recorded 30 million passengers in the 2023 financial year.
According to Melbourne Airport, “A total of 30,783,366 people used the airport’s four terminals in the 2023 financial year, including more than 22.5 million domestic passengers and almost 8.3 million international travellers.
“The overall figure represents a 138% increase on the previous financial year, and 82% of the 37.4 million passengers processed in the 2019 financial year.”
Moreover, statistics indicate that one in five CBD workers across Melbourne, Sydney, and Brisbane have undertaken business trips in the past six months.**
This large-scale billboard boasts a state-of-the-art digital panel, capturing the attention of travellers approaching the airport and welcoming travellers entering Melbourne’s CBD.The City of Melbourne has opted for an eco-friendly approach by utilising the new Ecobanner – a recyclable, PVC-free material that is durable.
Sally Capp, the Lord Mayor of the City of Melbourne, expressed her enthusiasm, “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.
“It all happens Only in the City! 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 ‘Queen Victoria’ in Melbourne stands alongside ‘The King’ at Sydney Airport and ‘Big Morety’ at Brisbane Airport. Together, these sites form some of Australia’s largest and most prominent Out of Home sites, collectively reaching more than 1.3 million people on the eastern seaboard within 28 days.*
Elise Taylor, group director of enterprise at oOh!, emphasised, “The introduction of this mega site to our portfolio strengthens our ability to connect brands with premium audiences at Melbourne Airport. Its size ensures high visibility, offering advertisers a choice between digital and classic formats.”
“The Melbourne site, in conjunction with our significant sites in Sydney and Brisbane, can be acquired individually or as a package to maximise impact across oOh!’s Fly network, encompassing airports in 16 Australian cities and 20 terminals.”
*MOVE, P14+ 28-day duration, 10% SOT
**Nielsen CMV National Survey S01 2023.
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