APN Outdoor has announced the successful renewal of the Tullamarine Freeway contract, following a hotly contested pitch by Australian outdoor media companies.
Reaching nearly 1.5 million commuters a week, the Tullamarine Freeway is one of Australia’s busiest freeways and a gateway from the CBD to Melbourne Airport.
The current CityLink Tulla Widening Project will upgrade 24 kilometres of freeway from Melbourne Airport to Power Street in Southbank, and in turn, increase the freeway’s capacity by up to 30 per cent.
APN Outdoor’s new plans for development on the Tullamarine Freeway include conversion of three significant Landmark panels to digital Elite Screens, located on the overpasses of Victoria and Wilson Streets, and Reynard Street (inbound), as well as Dean and Dawson Streets (outbound), to complement the existing Napier Street screen outbound.
Plans for development remain subject to necessary approvals.
In addition, pending relevant approvals, an architecturally designed double-sided portrait digital Elite Screen is planned north west of Mickleham Road, targeting people travelling to and from the airport. Set upon a crest, the site will be highly visible for both inbound and outbound commuters alike.
APN Outdoor CEO Richard Herring said: “In keeping with our leading digital strategy, we have reviewed the Tullamarine Freeway with a harmonised approach of less is more. Being the first media company to develop on this freeway, we want to continue that growth and development and strategically design each site.
“They are positioned to align with demand from audiences, placing high-quality advertising opportunities at key intervals of the commuter journey. This is an important and strategic win, and we look forward to continuing our partnership with VicRoads.”