Melbourne Airport has appointed oOh!media for its OOH advertising services, providing exclusive access to Melbourne’s international and domestic terminals and external signage.
In addition, Melbourne Airport said the contract covers internal signage opportunities at Launceston Airport across a multi-year term, following the expiration of the prior contract in June 2020.
Melbourne Airport’s size, and the city’s leading position as the cultural hub of Australia, make it a key platform for brands.
With a strong focus on visitor experience, the new contract enables oOh!media to deliver access to the premium Melbourne travel audience, as well as domestic and international audiences, offering advertisers the opportunity to connect with high value passengers at every stage of their journey.
In 2019, prior to the coronavirus pandemic, the airport accommodated over 37 million passengers a year, with 26 million passengers moving through the domestic terminals to various destinations, including one of the world’s busiest routes between Melbourne and Sydney, as well as 11 million through the international terminal.
However, the airport is currently operating at a fraction of this, welcoming just under 152,000 passengers for the financial year to September 2020/21, and around 9.5 million passengers in FY19/20.
Andrew Gardiner, Melbourne Airport’s chief of commercial property and chief of Launceston Airport, 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.”
Mari Ruiz, Melbourne Airport’s chief people experience and marketing officer, 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.”
Robbie Dery, oOh!’s chief commercial and product officer, said it was great to see Melbourne Airport continuing to innovate by investing in a world-class travel experience.
“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,” he said.
“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.”
