oOh!media has launched an Australian media-first with the unveiling of a multi-consecutive billboard take-over, transforming Melbourne’s Bolte Bridge into a high-impact platform for brand storytelling, with Telstra and Coopers Brewery as the inaugural advertising partners.
Telstra captures inbound attention with exclusive presence across six consecutive classic and digital billboards, reaching 3.7 million commuter journeys weekly. Outbound, Coopers takes over with five sequential placements, tapping into end-of-day mindsets and creating memorable brand moments for 2.9 million weekly commuter journeys*.
The take-over enables creative storytelling that unfolds across multiple billboards, reinforcing brand messaging and engaging audiences throughout their journey.
Mark Fairhurst, Chief Revenue Officer, oOh!media said: “Telstra and Coopers were quick to recognise the potential of this rare opportunity, and we’re thrilled to have them as our launch partners. The scale and visibility of these consecutives are exceptional. Storytelling along a major thoroughfare has the power to spark conversation, drive engagement, and deliver unmissable results. It’s a strong example of how Out of Home is evolving and how we’re working with partners to create new, high-impact brand experiences.”
Kate Dowd, National Marketing Manager, Coopers Brewery added: “Partnering with Atomic 212° and oOh! to launch the first outbound Bolte Bridge take-over is a fantastic opportunity. With Melbourne coming alive for the Spring Racing Carnival and a packed summer of events ahead, it’s the perfect time to be top of mind. This first-of-its-kind activation helps us cut through the noise and bring our brand to life in a bold, high-impact format.”
Jane Combes, Chief Media Partnerships Officer, OMD said “We value the great partnership we share with Telstra and oOh!, enabling us to constantly push the boundaries and deliver premium attention moments. We jumped at the opportunity to secure this first-in-market that places Telstra exactly at the right time and the right place for maximum impact. The sheer scale and creative domination along one of Melbourne’s busiest corridors, is a cut-through idea designed to command attention.”
Linking the Tullamarine and West Gate Freeways, the Bolte Bridge carries eight lanes of traffic and features a mix of classic and digital billboards.
This take-over celebrates oOh!’s win of 42 premium Transurban motorway sites across Melbourne and Brisbane, including the Burnley Tunnel, Monash Freeway CityLink connection, and WesternLink.
Source: 2025 PlanWisely Weekly Traffic Volume*
