oOh!media is set to transform Melbourne’s advertising landscape with the launch of its Metro Tunnel assets, giving brands an exclusive first-to-market opportunity to connect with Melburnians in five architecturally and uniquely designed, high-footfall stations: Arden, Parkville, State Library, Town Hall and Anzac.
Featuring a twin nine-kilometre underground corridor, the Metro Tunnel will double the size of Melbourne’s CBD rail network and is expected to add half a million trips into the city each week.
Mark Fairhurst, Chief Revenue Officer, oOh! said: “The Metro Tunnel is a once-in-a-generation opportunity for advertisers to connect with audiences in premium environments built for high footfall. Not since the City Loop more than four decades ago have we seen a project that so dramatically reshapes how people move through Melbourne’s CBD. This is a chance for brands to be first, stand out, and play a defining role in the next chapter of the city’s story.”
The introduction of oOh!’s innovative suite of fully digitised assets will redefine the commuter experience across Melbourne’s CBD. With more than 200 scalable 3D formats – both large and small – across five key stations, the rollout includes a striking 3-screen wraparound at the State Library and a spectacular immersive 3D Anamorphic display at Town Hall Station. Strategically placed screens along escalators create a continuous visual journey, amplifying audience engagement and delivering high-impact, full-motion storytelling that captivates commuters throughout their journey.
With both Sydney Metro and Melbourne Metro Tunnel now part of oOh!’s portfolio, brands have a media-first opportunity to dominate two of Australia’s largest CBDs simultaneously. This dual-city presence allows advertisers to reach millions of commuters daily across two transformative rail networks, delivering unmatched scale, visibility and creative impact in the heart of Sydney and Melbourne.
Fairhurst added: “When we launched Sydney Metro last year, advertiser demand was instant. Brands were quick to recognise the power of reaching large, highly engaged audiences in rail environments. Now, with both Sydney Metro and Melbourne Metro Tunnel, we’re delivering a media-first opportunity and the chance for brands to dominate two of Australia’s largest cities simultaneously. It’s a bold, unmatched moment in Out of Home, and one that will make your brand unmissable.”
As Melbourne gears up for a new commuter experience, Sydney Metro has already seen more than 73.8 million journeys in its first year, highlight the growing appetite for modern, high-impact transit environments.
The launch of advertising assets across the Melbourne Metro Tunnel coincides with a packed summer calendar, including the Boxing Day Test, Australian Open and Formula 1 Grand Prix, offering advertisers maximum visibility in the heart of the city.
