oOh!media is set to transform Melbourne’s advertising landscape with the launch of its Metro Tunnel assets, giving brands a first-to-market opportunity to connect with commuters across five architecturally distinctive and high-footfall stations: Arden, Parkville, State Library, Town Hall and Anzac.
The Metro Tunnel, featuring a twin nine-kilometre underground corridor, will double the size of Melbourne’s CBD rail network and is expected to add around half a million passenger trips into the city each week.
Mark Fairhurst, chief revenue officer at oOh!, said the project represented a landmark opportunity for advertisers: “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. This is a chance for brands to be first, stand out, and play a defining role in the next chapter of the city’s story.”
Digital-first design and immersive storytelling
The introduction of oOh!’s fully digitised network will redefine commuter engagement across the new rail precinct. The rollout includes nearly 200 scalable digital formats across five key stations, featuring large and small 3D displays, a three-screen wraparound at State Library, and a 3D Anamorphic installation at Town Hall Station.
Strategically placed screens along escalators will create a continuous visual journey, enabling brands to deliver high-impact, full-motion storytelling throughout the commuter experience.
Expanding oOh!’s national transit footprint
With Sydney Metro and Melbourne Metro Tunnel both part of oOh!’s growing transit portfolio, advertisers now have access to a media-first network spanning Australia’s two largest CBDs. The combined reach offers exposure to millions of commuters daily, with the potential for cross-city creative domination and consistent campaign delivery.
Fairhurst added: “When we launched Sydney Metro last year, advertiser demand was instant. Brands were quick to recognise the power of reaching large, highly engaged audiences in rail environments. Now, with both Sydney and Melbourne in our network, we’re offering a media-first opportunity for brands to dominate both cities simultaneously. It’s a bold, unmatched moment in Out of Home.”
Timing with major Melbourne events
The launch aligns with Melbourne’s peak summer calendar, including the Boxing Day Test, Australian Open and Formula 1 Grand Prix, maximising exposure during a period of heightened visitor activity.
Sydney Metro has already recorded more than 73.8 million passenger journeys in its first year, highlighting the growing demand for modern, high-impact transit advertising environments.