oOh!media has expanded its Melbourne rail offering with four new station dominations across the city’s Metro Tunnel, giving brands the opportunity to take over key commuter environments with large-format creative.
The new dominations span Town Hall, State Library, Anzac and Parkville stations, combining pillar wraps, wall decals, digital wraps and other large-format executions across the stations.
The offering comes as Melbourne heads into a packed calendar of major audience and retail moments, including Spring Racing, Black Friday, the Christmas trading period, the Boxing Day Test, Australian Open and Formula 1.
oOh!media chief revenue officer Mark Fairhurst said the new formats were designed to give brands more opportunities to create high-impact moments across the city.
“We’re always looking for new ways to create unmissable moments for brands and give them more creative ways to be seen in the moments that matter,” Fairhurst said.
“These dominations give brands the scale and presence to make a bold statement, while creating an always-on connection with audiences. With some of Melbourne’s biggest moments ahead, there is a real opportunity for brands to be among the first to make their mark.”
The company’s creative and innovation team, POLY, will work with agencies and advertisers to develop bespoke executions tailored to the architecture, sightlines and scale of each station.
POLY product innovation director Alex Rog said the multi-level environments allowed brands to move beyond traditional placements and build creative around the commuter journey.
“These multi-level dominations allow us to turn commuter journeys into immersive brand experiences,” Rog said.
“We’re excited to work with agencies and advertisers to create ideas that use the unique architecture and movement of these environments to make creative storytelling part of the commuter experience.”
According to oOh!media, the four dominations are designed to provide brands with an always-on presence among a growing CBD audience, while connecting with retail, business, education, health and cultural precincts surrounding the stations.
oOh!media was awarded the Melbourne Metro Tunnel contract in mid-2024. The new offering builds on the company’s existing rail domination portfolio across Melbourne, including Flinders Street, Melbourne Central, Parliament and Richmond stations.
