The heart of Melbourne’s sporting and entertainment precinct has officially come alive, with QMS switching on its much anticipated digital landmark site ‘The Punt’.

The 13.1m x 4.35m iconic digital billboard, located at Richmond Station Bridge and spanning all four lanes of Melbourne’s infamous Punt Rd, delivers more than 1,360,000 contacts each month, at what is considered one of Melbourne’s busiest intersections.

Richmond is renowned as a key entertainment and lifestyle area with Swan Street a hot spot for cafes, restaurants and bars and Bridge Rd renowned for its shopping. A stone’s throw away from several world class sporting arenas including the MCG, AAMI Park, Rod Laver Arena, Hisense Arena and Melbourne Park, The Punt offers advertisers the ability to impact the enormous volume of people travelling to and from these venues.

MINI Australia, brand communications manager, Gabrielle Byfield agreed. “We are excited about being involved in the launch of what will be Australia’s most iconic digital billboard,” she said. “The location is truly unique in that it captures heavy traffic throughout the week as well as the significant crowds visiting Australia’s premier sporting and entertainment precinct which makes it a perfect fit for our current MINI Countryman brand campaign.”

QMS CEO, Barclay Nettlefold said: “The Punt has been two years in the making and we couldn’t be more thrilled to launch such an iconic billboard that genuinely dominates the landscape in such an important area for our advertisers. The Punt is pivotal to our landmark digital strategy of providing our clients with world class digital assets in iconic and highly sought after locations.”

Utilising the latest technology from Daktronics, the world’s industry leader in large format digital screens, this state-of the-art digital billboard is a prime example of how QMS is committed to working closely with their strategic partners to deliver quality outdoor media assets.

In 2013, VicTrack awarded QMS its Roadside Billboard concession to deliver quality advertising services through expanding VicTrack’s portfolio of 40 large format billboards across metropolitan Melbourne.

VicTrack general manager property group, Ben Needham said “VicTrack is delighted to continue working with QMS to maximise the value of our assets and generate revenue which we can reinvest into public transport.”

QMS is set to unveil a number of other key landmark digital billboards in the coming months, further bolstering its portfolio of 23 digital billboards nationally.