Taking a significant leap forward in passenger engagement, Melbourne Airport has introduced a state-of-the-art immersive digital walkway by oOh!media.
Stretching across 66m and standing 2.25m high, this innovative installation is redefining the future of airport advertising in the Southern Hemisphere. The walkway is designed to capture the attention of all international passengers arriving at Tullamarine Airport, Australia’s largest 24-hour international gateway, providing an unmatched platform for brands to make a memorable first impression.
The walkway represents a major innovation in out-of-home (OOH) advertising. Positioned just before duty-free, it ensures that every passenger passing through Melbourne Airport’s international arrivals hall will encounter this dynamic, full-motion digital experience. The scale of the installation is impressive, spanning the length of an Airbus A350 and commanding attention with its floor-to-ceiling presence. The cutting-edge display gives brands a unique opportunity to engage a high-volume, international audience in a creative and impactful way.
Early launch partners for the digital wall include prominent brands like Commonwealth Bank and Vodafone, demonstrating strong market interest in leveraging this advanced advertising platform. Melbourne is a hub for global events such as the Australian Open and the Formula 1 Grand Prix and the walkway offers a prime location for brands looking to connect with premium international and domestic audiences as they arrive in the city.
The digital walkway is not just an advertising medium; it enhances the airport experience by offering a visually immersive welcome to international visitors and returning Australians. It ensures a seamless and engaging entry into the city, making Melbourne Airport a transport hub and a space where brands can leave a lasting impact. The strategic location of the digital wall ensures that it reaches 100 per cent of the international passenger flow, maximising exposure for advertisers in a way unparalleled in traditional advertising formats.
