AUSTRALIA. Melbourne Airport has appointed oOh!media as exclusive partner to manage its Out of Home advertising services for a multi-year term.
The agreement covers international and domestic terminals and external signage, as well as internal signage at Launceston Airport, following the expiry of the previous contract in June 2020.
The partners noted that Melbourne Airport’s size, and the city’s cultural influence in Australia, make it a key platform for brands.
Melbourne Airport Chief of Commercial Property and Chief of Launceston Airport Andrew Gardiner 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.”
Melbourne Airport Chief People Experience & Marketing Officer Mari Ruiz added; “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.”
oOh! Chief Commercial and Product Officer Robbie Dery said: “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.
“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.
“This strategy will utilise our advanced data-led solutions to deliver the most effective audience reach, as well as our 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 data science 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. This partnership with APAC reinforces our leadership position in the aviation media sector.”
Pre-COVID, the airport accommodated over 37 million passengers a year. This included 26 million passengers using the domestic terminals, including on one of the world’s busiest routes between Melbourne and Sydney, as well as 11 million through the International Terminal.
oOh!media released its annual results yesterday; click here for more.
NOTE TO AIRPORT OPERATORS: The Moodie Davitt Report is the industry’s most popular channel for launching commercial proposals and for publishing the results. If you wish to promote an Expression of Interest, Request for Proposals or full tender process for any sector of airport revenues, simply e-mail Martin Moodie at Martin@MoodieDavittReport.com.
We have a variety of options that will ensure you reach the widest, most high-quality concessionaire/retailer/operator base in the industry – globally and immediately.
Similarly The Moodie Davitt Report is the only international business intelligence service and industry media to cover all airport consumer services, revenue-generating and otherwise. We embrace all airport non-aeronautical revenues, including duty free and other retail, food & beverage, property, passenger lounges, hotels, car parking, hospital and other medical facilities, the Internet, advertising and related revenue streams.
Please send relevant material, including images, to Martin Moodie at Martin@MoodieDavittReport.com for instant, quality global coverage.
