oOh!media has launched four new station dominations across the Melbourne Metro Tunnel, enabling advertisers to create large-scale, always-on brand experiences at key stations on Melbourne’s newest rail network.
The creative dominations at Town Hall, State Library, Anzac and Parkville stations combine pillar wraps, wall decals, digital wraps and other large-format executions, giving brands the opportunity to create unmissable visual presence across the premium rail environments.
The launch comes at a pivotal time for Melbourne, with the city heading into a major calendar of audience moments including Spring Racing, Black Friday, the Christmas trading period, the Boxing Day Test, Australian Open and Formula 1.
Mark Fairhurst, Chief Revenue Officer, oOh!media, said: “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. 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.”
oOh!’s creative and innovation team, POLY, will work alongside agencies and brands to develop bespoke executions that make the most of the architecture, sightlines and scale of the four new stations.
Alex Rog, Product Innovation Director, POLY, said: “These multi-level dominations allow us to turn commuter journeys into immersive brand experiences. 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.”
With extended dwell times, the four dominations give brands an always-on presence among a diverse and growing CBD audience, while connecting with some of Melbourne’s most important retail, business, education, health and cultural precincts.
oOh!media was awarded the Melbourne Metro Tunnel contract in mid-2024, and the four new dominations build on its established rail domination offering across Melbourne, including Flinders Street, Melbourne Central, Parliament and Richmond stations, further expanding the ways brands can create high-impact, connected presence across the city.
