oOh!media has secured a significant contract to manage the Out of Home (OOH) advertising network for Melbourne’s Metro Tunnel, a key infrastructure project that will reshape the city’s public transport system. This long-term contract, awarded by the Cross Yarra Partnership—a consortium comprising Capella Capital (Lendlease), John Holland, Bouygues, and John Laing—covers five new underground stations that are set to become central hubs in Melbourne’s rail network.
The Metro Tunnel project will establish a direct rail line from Sunbury in the west to Cranbourne and Pakenham in the southeast, with the five new stations located at Arden, Parkville, Anzac, State Library, and Town Hall. These stations are strategically placed to serve key areas of Melbourne, including North Melbourne, the Parkville health and education precinct, St Kilda Road, and the heart of the Central Business District (CBD).
Under this contract, oOh!media will handle the installation, operation, and maintenance of a fully digital OOH advertising network within these stations. This includes both small and large format digital displays that will engage the thousands of passengers expected to use the Metro Tunnel daily.
The Metro Tunnel represents Melbourne’s most significant rail upgrade in over 40 years. It will feature new connections to the City Loop at Town Hall and State Library stations, the city’s first tram/train interchange at Anzac Station, and improved access to the Parkville health and education precinct. The project is expected to be completed and operational next year.
oOh!media’s Chief Commercial Operating Officer, Robbie Dery, emphasized the strategic importance of this contract, highlighting the company’s focus on expanding its presence in key urban environments. The Metro Tunnel contract adds to oOh!media’s growing portfolio in Melbourne, which includes a long-term partnership with Victoria’s Department of Transport and Planning, and an expanding network of digital signage across the city.
The Metro Tunnel is set to open next year, offering new travel options and enhanced connections for Melbourne’s public transport users. The fully digital OOH network in the Metro Tunnel stations is expected to offer brands a unique platform to reach commuters in one of Australia’s busiest cities.
