‘The Bourke’ billboard in Melbourne’s CBD has undergone a major upgrade.
The 3D Anamorphic billboard has been elevated a further four metres and fitted with the latest high-definition technology, with the digital display now encased in a frame.
Pepsi, Dove, JLR and Spotify were among the first brands to take advantage of the revamped site.
The six-storey digital billboard has dominated the intersection of Bourke and Swanston Streets since its launch in 2015.
“Since its inception over 4,600 campaigns, including more than one-hundred 3D Anamorphic (3DA) executions, have run on ‘The Bourke’, making it one of Australia’s most sought-after Out of Home assets,” said Mark Fairhurst, chief revenue officer at oOh!
“It’s sheer size, commanding scale, and iconic placement set it apart as the premier screen for immersive 3DA and brand fame.”
POLY has updated its digital twin and 3DA stage that gives advertisers access to a virtual model of their campaign before launch.
According to MOVE, 1.7 million people pass ‘The Bourke’ every week.
oOh! also operates more than 3,800 billboard sites nationwide.
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