GoTransit Media Group has expanded its exclusive advertising partnership with SkyBus, securing the rights to the Peninsula, Eastern and Sunshine Express services across Melbourne, with the AFL the first major brand to take advantage of the expanded offering ahead of the 2026 Finals Series.
The announcement follows GoTransit’s recent expansion of its Greater Melbourne bus network, with new fleets in West Footscray, Melton and Pakenham extending its metropolitan coverage.
According to MOVE data, GoTransit’s Melbourne bus network now reaches an estimated 96 per cent of the population aged 14+ across its nominated markets. Together with the expanded SkyBus offering, these developments enhance GoTransit’s presence across Melbourne, spanning premium airport connections and key suburban corridors to an extensive metropolitan bus network.
Building on the success of the Melbourne City Express, particularly during peak travel periods around major events such as the Australian Open and Formula 1 Australian Grand Prix, the expanded SkyBus network gives advertisers the opportunity to take their airport advertising presence beyond the CBD. With the addition of the Peninsula, Eastern and Sunshine Express services, advertisers can now extend their airport advertising presence beyond Melbourne’s CBD and into key suburban areas across the east, south-east and west, creating more opportunities to connect with travellers throughout their journey.
The expansion comes as Melbourne’s attention is focused on the AFL Finals Series, ahead of the Grand Final at the MCG on 26 September.
As one of the first major brands to take advantage of the new additions to GoTransit’s SkyBus offering, the AFL is extending its presence across the network in the lead-up to finals, putting the brand in front of commuters, travellers and footy fans as excitement builds across the city.
Director of sales, Kirrily Hirst, said the expanded agreement reflects the continued growth of GoTransit Media Group’s partnership with SkyBus, with the AFL activation providing a strong early example of the opportunity it creates for advertisers.
“Our Melbourne City Express product has been exceptionally well received by advertisers, making this expansion a natural next step in our partnership with SkyBus.
“Having the AFL among the first brands to take advantage of the expanded offering as finals season kicks off is a great example of the opportunity these new additions create. It gives brands another way to build a highly visible presence across Melbourne at key moments throughout the year.
“We’re excited to continue growing our partnership with SkyBus and giving advertisers more ways to connect with audiences on the move across Melbourne.”
