Ooh Media named Melbourne Airport’s exclusive OOH partner
Melbourne Airport has named Ooh Media as its exclusive Out-Of-Home (OOH) advertising partner, and now get exclusive access to Melbourne’s international and domestic terminals and external signage.
It follows the pair partnering for a new travel campaign in late 2020, and the new contract also covers signage at Launceston Airport.
The new contract will allow Ooh Media to deliver access to domestic and international travellers, giving marketers the opportunity to connect with passengers at all stages of their travel journey.
Ooh Media assets at Melbourne Airport
Melbourne Airport accommodated 37 million passengers per year, with 26 million moving through the domestic terminals and 11 million through international.
Andrew Gardiner, Melbourne Airport’s chief of commercial property and chief of Launceston Airport, said: “We are excited to be working with Ooh, which has been an excellent local partner for more than a decade and presented a compelling RFP response.
“I am delighted that this close working relationship will continue to help us deliver a great experience for everyone in our terminals.”
Mari Ruiz, Melbourne Airport chief people experience and marketing officer, said the proposal from Ooh “…complemented Melbourne Airport’s focus on traveller experience and demonstrated the airport’s potential not only today, but in the future.
“The company is the leader in the Australian out-of-home media market and clearly demonstrated this in their response, which delivers creativity and a unique Melbourne sense of place. They have a mutual interest in working with us as we plan for the recovery from the challenges of COVID-19.”
Robbie Dery, Ooh Media chief commercial and product officer, said it was great to see Melbourne Airport continuing to innovate with investment.
“We will work closely with the airport team to deliver a new data-driven creative approach that brings the city to the airport, with a distinctively Melbourne look and feel creating memorable moments for travellers,” he said.
“Our focus is on journey-based advertising opportunities across the terminals, with assets strategically positioned at key points in high impact, high dwell and premium environments to engage with passengers at specific moments along their routes.
Derry said the strategy will utilise “advanced data-led solutions” to deliver “the most effective audience reach”, and provide technology and content capabilities to create engaging opportunities for passengers, advertisers and Melbourne Airport.
“Such an approach demonstrates that even in challenging times, we can work towards maximising opportunities for advertisers through our DataScience capabilities, giving brands numerous and smart ways to tell their stories, as well as building revenues for infrastructure operators.
“Melbourne Airport is a 24-hour aeronautical hub with no curfew restrictions, making it a highly effective commercial operation.
Ooh Media unveiled its 2020 financial results this week, with revenue declining 34% for the year, but a strong Q4 with revenues at 70% year on year.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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