oOh!media has launched a first-of-its-kind full-motion immersive digital walkway at Melbourne Airport.
Measuring the same length as an Airbus A350, the floor-to-ceiling installation stretches 66 metres in length and is 2.25 metres high.
The launch advertising partners include Commonwealth Bank, Vodafone and more.
Paul Sigaloff, chief revenue and growth officer at oOh!media, said: “The sheer size of the digital immersive experience at Melbourne Airport, makes this the perfect canvas for brands to create a positive first impression with international visitors and Aussies returning home.
“This is yet another exciting leap forward for oOh!’s Melbourne network, offering brands a unique opportunity to connect with audiences at scale. We’ve already seen a strong demand from brands eager to make an unmissable impact including Commonwealth Bank, Vodafone, and more.”
The launch of the wall is the latest oOh! innovation at Melbourne’s Tullamarine Airport. In November last year oOh! launched the ‘Queen Victoria’, one of the largest airport billboards in the Southern Hemisphere, greeting travellers heading to and departing from the airport on the Tullamarine Freeway reaching 100% of premium airport audiences.
Last week at it’s annual oOh! Outfront ‘25 event, oOh!media launched a refreshed positioning as “Australia’s #1 out-of-home company’, as well as announcing a number of new tender wins.
Speaking at oOh! Outfront ‘25, CEO Cathy O’Connor, said: “Behind every great brand is oOh! – Australia’s #1 out of home company. oOh! is the leading force in Australian out of home across all key metrics and we are on a mission to help brands grow by making it easier to access our unrivalled scale.
“But being #1 goes beyond the metrics, it’s about the confidence advertisers and agencies have in us to get the results they want to achieve. It reflects our commitment to providing the best possible service and outcomes each and every time.”
To celebrate the new positioning, oOh! will launch a major new brand campaign. The “Behind every great brand. Literally.”, by creative agency, The Hallway, will run prominently across oOh! assets and in trade media.
See also: oOh!media Outfront 2025: Every announcement – new account wins, new branding campaign