oOh!media has secured the long-term contract for Melbourne’s five new Metro Tunnel stations.
The Metro Tunnel will create an end-to-end rail line from Sunbury in the west to Cranbourne/Pakenham in the southeast, featuring bigger trains and five new stations.
The Metro Tunnel is set to open in 2025.
Awarded by Cross Yarra Partnership, a consortium comprising investors Capella Capital (Lendlease), John Holland, Bouygues, and John Laing, oOh!media will manage the fully digital small and large format Out of Home network.
Management will include installation, operation, maintenance, and advertising services.
The Metro Tunnel’s five new underground stations each have retail outlets, and are located in key parts of Melbourne – Arden Station in North Melbourne, Parkville Station in the Parkville health and education precinct, Anzac Station on St Kilda Rd’s commercial and residential precinct, and State Library and Town Hall stations in the CBD.
The Metro Tunnel will provide underground passenger connections to the City Loop at Town Hall and State Library stations. It will include Melbourne’s first tram/train interchange at Anzac Station, and bring rail access to the city’s health and education precinct in Parkville.
Aoife Kealy, director, commercial development and services at Cross Yarra Partnership, said The Metro Tunnel was “set to transform public transport in Melbourne.”
“We are excited to appoint oOh!media, whose innovative approach to managing Out of Home advertising makes them the ideal partner to engage and reach the thousands of daily passengers using the new stations.”
The addition of Metro Tunnel adds to oOh!’s existing rail portfolio in Melbourne and the soon to be launched digital Sydney Metro and Martin Place station shopping precinct.
Robbie Dery, oOh! chief commercial operating officer said winning the Metro Tunnel contract “reflects oOh!’s commitment to investing in strategically important and valuable Out of Home opportunities that connect advertisers with audiences in dynamic, urban environments.
“With the expansion of our rail network in Melbourne, and Sydney’s Metro, brands can target high value premium audiences at scale across Australia’s two busiest capital cities.”
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