oOh!media's exclusive with Melbourne Airport

Chris Pash
By Chris Pash | 23 February 2021

Melbourne Airport has appointed oOh!media for its out-of-home (OOH) advertising services, giving exclusive access to international and domestic terminals and external signage.

The contract covers internal signage opportunities at Launceston Airport across a multi-year term, following the expiration of the prior contract in June 2020.

The Melbourne Airport renewal is good news for oOh!media. The next big deal is Sydney Trains, which is reported to be  under negotiation.

oOh!media says Melbourne Airport’s size, and the city’s leading position as the cultural hub of Australia, make it a key platform for brands.

The new contract enables oOh! to deliver access to the premium Melbourne travel audience, as well as domestic and international audiences, offering advertisers the opportunity to connect with high value passengers at every stage of their journey.

Pre-COVID, the airport accommodated over 37 million passengers a year, with 26 million passengers moving through the Domestic terminals to various destinations, including one of the world’s busiest routes between Melbourne and Sydney, as well as 11 million through the International terminal.

Andrew Gardiner, Melbourne Airport’s Chief of Commercial Property and Chief of Launceston Airport, said: “We are excited to be working with oOh!, which has been an excellent local partner for more than a decade and presented a compelling RFP response. I am delighted that this close working relationship will continue to help us deliver a great experience for everyone in our terminals.”

Mari Ruiz, Melbourne Airport’s Chief People Experience & Marketing Officer added; “The proposal from oOh! complemented Melbourne Airport’s focus on traveller experience and demonstrated the airport’s potential not only today, but in the future. The company is the leader in the Australian OOH media market and clearly demonstrated this in their response, which delivers creativity and a unique Melbourne sense of place. They have a mutual interest in working with us as we plan for the recovery from the challenges of COVID-19.”

Robbie Dery, oOh!’s Chief Commercial and Product Officer, says it's great to see Melbourne Airport continuing to innovate by investing in a world-class travel experience.

“We will work closely with the airport team to deliver a new data-driven creative approach that brings the city to the airport, with a distinctively Melbourne look and feel creating memorable moments for travellers,” he says.

“Our focus is on journey-based advertising opportunities across the terminals, with assets strategically positioned at key points in high impact, high dwell and premium environments to engage with passengers at specific moments along their routes. This strategy will utilise our advanced data-led solutions to deliver the most effective audience reach, as well as our technology and content capabilities to create engaging opportunities for passengers, advertisers and Melbourne Airport.

“Such an approach demonstrates that even in challenging times, we can work towards maximising opportunities for advertisers through our DataScience capabilities, giving brands numerous and smart ways to tell their stories, as well as building revenues for infrastructure operators. Melbourne Airport is a 24-hour aeronautical hub with no curfew restrictions, making it a highly effective commercial operation. 

“This partnership with APAC reinforces our leadership position in the aviation media sector.”

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