QMS has extended its contract with Nettlefold for the Essendon Fields Airport outdoor advertising portfolio, delivering major digital upgrades across Melbourne’s key northern corridor.
The agreement will see the portfolio undergo significant enhancements, highlighted by the addition of a brand-new, premium 20m x 6.4m landmark digital billboard at the entrance to Essendon Airport. Positioned to target high volume city-bound traffic along the busy Tullamarine Freeway, the site is due to go live before the end of the year and will deliver maximum impact along the major arterial connecting Melbourne Airport and the CBD.
In addition to the new landmark build, an existing high-profile static site will be converted to digital in 2027. This upgrade transforms the precinct into a significant Digital Out of Home portfolio, with six of the 11 billboards across the location now offering full digital capabilities.
QMS chief operating officer Sara Lappage said the contract extension and digital developments underscore QMS’ commitment to delivering quality, high-impact assets in Australia’s most sought-after locations.
“Essendon Airport is one of Melbourne’s most iconic outdoor precincts, commanding attention on a major arterial that reaches millions of motorists every day. Extending our partnership and expanding our digital footprint ensures we can continue to offer advertisers unmatched scale, impact, and dynamic flexibility in a highly sought after gateway location,” she said.
“Digital OOH leadership is at the heart of our business and by upgrading these key locations, including the addition of a new digital landmark at the airport’s entrance, we are giving brands a digital canvas to own the entry into Melbourne with high-impact messaging that drives immediate, short-term sales whilst simultaneously building long-term brand equity.”
Nettlefold executive director Michael Nettlefold said the ongoing partnership with QMS continues to maximise the commercial value and visual standard of the precinct.
“We are thrilled to extend our relationship with QMS to continue to manage the sales and marketing activities for the Essendon Airport outdoor advertising portfolio. QMS has proven to be an outstanding partner in managing and commercialising our outdoor media portfolio with Essendon Fields,” he said.
“The transition to majority digital assets across the precinct reflects the modern, dynamic nature of Essendon Fields. These new state-of-the-art digital assets will not only enhance the visual appeal of the corridor but also deliver world-class advertising solutions to brands looking to engage with our growing precinct at Essendon Fields.”
The upgraded Essendon Airport portfolio further strengthens QMS’ market leading digital large format network across Australia.
