Australia’s Melbourne Metro Opens Four Stations to Large-Scale Brand Takeovers

oOh!media has introduced four station domination advertising packages across Melbourne’s Metro Tunnel, giving brands coordinated exposure through multiple formats within the same station.

The packages cover Town Hall, State Library, Anzac and Parkville stations. They combine pillar wraps, wall decals, digital wraps and other large-format executions to create a connected brand presence across station spaces.

Station domination brings several advertising placements together under one campaign. By carrying a consistent message across different points along a passenger’s journey, the format gives advertisers more room for visual storytelling than a single display.

The launch comes ahead of a busy period for Melbourne, including Spring Racing, Black Friday, Christmas shopping, the Boxing Day Test, the Australian Open and Formula 1. These events provide opportunities for brands to reach commuters alongside visitors travelling through the city.

Mark Fairhurst, chief revenue officer at oOh!media, said the new packages would give advertisers greater scale and more creative ways to connect with audiences. He also highlighted the opportunity for brands to establish a presence ahead of Melbourne’s major seasonal events.

POLY, the company’s creative and innovation team, will work with agencies and advertisers to develop campaigns around each station’s architecture, sightlines and available space. This approach allows creative work to reflect how passengers move through the stations and where advertising is most visible.

Alex Rog, product innovation director at POLY, said the multi-level formats would allow brands to build immersive experiences into commuter journeys. The team plans to use the stations’ physical layouts and passenger movement to support campaign storytelling.

According to oOh!media, the four locations connect advertisers with audiences travelling to retail, business, education, health and cultural precincts. The company also cited passenger dwell time as an opportunity for sustained brand exposure, although the announcement provided no audience or dwell-time figures.

oOh!media secured the Melbourne Metro Tunnel advertising contract in mid-2024. The new packages expand its existing station domination offering in Melbourne, which includes Flinders Street, Melbourne Central, Parliament and Richmond.