The largest airport digital billboard in the southern hemisphere has gone live at Brisbane Airport.

The 400sqm ‘Big Morety’ greets arriving passengers into Brisbane Airport which was voted the best in Australia by SkyTrax and accommodates nearly 23.8 million passengers a year.

Located on Moreton Drive and affectionately titled Big Morety, it will complement a wider roll out of some of the best in class digital screens across the airport precinct.

This coincides with a $40 million redevelopment of the Brisbane Airport Corporation (BAC) Domestic Terminal designed to deliver a high-quality engaging experience for travellers.

As part of the redevelopment and broader media strategy, innovative digital displays will showcase uniquely Queensland content, creating a sense of place and a true end to end travel experience.

Brisbane Airport Corporation (BAC) executive general manager, Martin Ryan said: “The recent contract renewal with oOh!media was a perfect opportunity to review our media strategy across the board and look at innovative ways to incorporate imagery and messaging that appeals to our specific passenger mix while amplifying Brisbane Airports’ ‘uniquely Queensland’ sense of place.

“The digitisation of signage allows greater breadth of content scope than traditional static installations, allowing advertisers to refresh creative regularly, while also allowing BAC to provide a customer first approach.

“An example of this is the ‘mindful moments’ content that has been specifically developed by oOh!’s in-house creative team to guide passengers, who may have anxiety about flying, through meditation techniques and breathing exercises.

“So, it’s not all about advertising messaging.”

He added: “Digital billboards and signs also provide a more sustainable and efficient way to engage with travellers and visitors, saving time, money and resources.”

oOh!’s national commercial director for Fly, Elise Taylor, said BAC is evolving to reflect changing passenger expectations and, together with oOh!, are delivering world class advertising solutions across the entire airport precinct.

Taylor said: “Drawing on our deep data and insights of the airport passenger, our extensive experience in airport media, and our investment in keeping at the forefront of innovation, our partnership with Brisbane Airport will really set the benchmark.

“With engagement key when targeting high value and time poor audiences, the ‘wow’ factor of Big Morety combined with the digital screen wraps on columns throughout the terminal and the mix of content carried across all of the screens, will further enhance the opportunity for advertisers to speak to passengers at each touchpoint in their journey.”