Melbourne Airport names oOh!media as exclusive Out of Home advertising partner
The agreement covers international and domestic terminals and external signage, as well as internal signage at Launceston Airport, following the expiry of the previous contract in June 2020.
The partners noted that Melbourne Airport’s size, and the city’s cultural influence in Australia, make it a key platform for brands.
Melbourne Airport Chief of Commercial Property and Chief of Launceston Airport Andrew Gardiner 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.”
Melbourne Airport Chief People Experience & Marketing Officer Mari Ruiz 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 Out of Home 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.”
oOh! Chief Commercial and Product Officer Robbie Dery said: “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.
“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 data science 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.”
Pre-COVID, the airport accommodated over 37 million passengers a year. This included 26 million passengers using the domestic terminals, including on one of the world’s busiest routes between Melbourne and Sydney, as well as 11 million through the International Terminal.
Source: Dermot Davitt