QMS has confirmed Allianz Australia as a returning major partner of its Milano Cortina 2026 Winter Olympic and Paralympic Games Network, reinforcing the insurer’s long-term commitment to premium out-of-home during major cultural and sporting moments.
The partnership sees Allianz launch its “Go Australiaaahh!” campaign across QMS’ 100% digital national Winter Games Network, extending a relationship that has become a cornerstone example of how brands are using large-scale DOOH to capitalise on live, shared audience moments.
A winter remix of an established brand platform
Created by Howatson + Company and planned through Wavemaker, the “Go Australiaaahh!” campaign reimagines Allianz’s established brand platform for a winter sports setting, featuring skiing, figure skating and snowboarding. The creative includes a full-motion 3DOOH execution at QMS’ landmark Emporium Melbourne billboard, which attracts more than 18 million visits annually.
The campaign is live across QMS’ national Winter Games Network, which spans the company’s extensive billboard portfolio, City of Sydney and Gold Coast street furniture, The Convenience Network at 7-Eleven locations, and Canberra Airport.
QMS expects the network to reach 80% of metropolitan Australians, positioning it as a broadcast-scale platform during one of the most anticipated global sporting events on the calendar.
Attention, scale and cultural context
Laura Halbert, Allianz GM of Consumer Strategy and Marketing, said the partnership reflects the insurer’s focus on relevance, scale and attention.
“Major sporting events like the Olympic and Paralympic Winter Games create powerful shared moments, and out of home allows us to show up where Australians are already engaged,” Halbert said.
“Our return to QMS’ Games Network enables Allianz to remain visible during the moments that matter most – when attention and emotions are high.”
She said full-motion 3DOOH played a central role in lifting creative impact during the Games window.
“By utilising full-motion 3DOOH as the centrepiece of our out of home campaign, we’re able to elevate our creative impact and ensure Allianz is present when Australia’s athletes reach new heights of success during Milano Cortina.”
DOOH meets live Olympic moments
QMS Chief Sales Officer Tim Murphy said the Allianz partnership highlighted the growing role of premium DOOH in marketing strategies built around live relevance and immediacy.
“The partnership with Allianz demonstrates how brands can embrace the power of digital out of home [DOOH] to align with live, culturally relevant events at scale,” Murphy said.
“Allianz’s return highlights the growing role of premium DOOH in marketing strategies built around attention, context and immediacy.”
Murphy pointed to the European time zone as a key advantage for Australian advertisers, with competition coverage and medal moments landing during peak commuter periods.
“This allows brands to connect with audiences at exactly the moments they are most engaged, reinforcing DOOH’s strength as a channel for timely, high-impact storytelling.”
A marquee moment for brands and broadcasters
Australia has sent 53 athletes to the Olympic Winter Games, the country’s second-largest Winter Olympic team ever, with a further 14 athletes expected to compete at the Winter Paralympics. The Olympic Games commenced on 6 February 2026, with the Paralympic Games to follow from 6 March.
QMS is the official outdoor media partner of the Australian Olympic Committee and Paralympics Australia for the Milano Cortina 2026 Winter Olympic and Paralympic Games, positioning the network as a high-impact platform for brands seeking scale, context and cultural relevance during the Games period.