UPDATE: oOh!media has just announced a groundbreaking transformation of Melbourne’s advertising landscape with the launch of its new Metro Tunnel assets. This innovative initiative provides brands with a unique opportunity to engage with commuters across five high-traffic stations: Arden, Parkville, State Library, Town Hall, and Anzac.
The Metro Tunnel, featuring a twin nine-kilometre underground corridor, is set to double the size of Melbourne’s CBD rail network, adding approximately 500,000 passenger trips into the city each week. This significant increase in commuter traffic presents a prime opportunity for advertisers to connect with audiences in a fresh, engaging environment.
Mark Fairhurst, chief revenue officer at oOh!, emphasized the unique potential of this project:
“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.”
The launch features a fully digitized advertising network that will redefine how brands interact with commuters. Nearly 200 scalable digital formats will be deployed across the five key stations, showcasing large and small 3D displays, a three-screen wraparound at State Library, and an eye-catching 3D Anamorphic installation at Town Hall Station. These strategically placed screens along escalators will create a continuous visual journey, offering brands a chance to deliver impactful, full-motion storytelling throughout the commuter experience.
This initiative expands oOh!’s national transit footprint, now including both Sydney Metro and Melbourne Metro Tunnel in its growing portfolio. Advertisers will have access to a media-first network that spans Australia’s two largest CBDs, reaching millions of commuters daily and enabling consistent campaign delivery across both cities. Fairhurst remarked,
“Now, with both Sydney and Melbourne in our network, we’re offering a media-first opportunity for brands to dominate both cities simultaneously.”
The timing of this launch is particularly strategic, coinciding with Melbourne’s peak summer calendar, which includes high-profile events like the Boxing Day Test, Australian Open, and Formula 1 Grand Prix. This will maximize brand exposure during a period of elevated visitor activity in the city.
In its first year, Sydney Metro recorded over 73.8 million passenger journeys, demonstrating the substantial demand for modern, high-impact transit advertising environments. The introduction of the Metro Tunnel network promises to build on this momentum, offering brands an unparalleled platform to engage with a dynamic audience.
As the advertising landscape rapidly evolves, oOh!media’s Metro Tunnel launch marks a bold step forward, presenting brands with a defining chance to shape their narratives in one of Australia’s busiest urban centers. Advertisers are urged to seize this moment as the opportunity to connect with millions of engaged commuters unfolds.
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