oOh!media has secured a long-term contract for Melbourne's five new Metro Tunnel stations awarded by Cross Yarra Partnership, a consortium comprising investors Capella Capital (Lendlease), John Holland, Bouygues, and John Laing.

oOh!media will manage the fully digital small and large format out-of-home network, including installation, operation, maintenance, and advertising services. The Metro Tunnel, set to open next year, will create an end-to-end rail line from Sunbury to Cranbourne/Pakenham, featuring larger, more modern trains and five new stations. Each of these underground stations will offer retail opportunities and are located in key parts of Melbourne.

"The Metro Tunnel is set to transform public transport in Melbourne. We are excited to appoint oOh!media, whose innovative approach to managing Out of Home advertising makes them the ideal partner to engage and reach the thousands of daily passengers using the new stations," said Aoife Kealy, director, commercial development and services at Cross Yarra Partnership.

The Metro Tunnel is the largest upgrade of Melbourne's train network since the City Loop opened over 40 years ago. It aims to change the way people travel around the city, offering passengers new connections and more choices. The addition of the Metro Tunnel complements oOh!'s existing rail portfolio in Melbourne and the soon-to-be-launched fully premium digital Sydney Metro and Martin Place station shopping precinct.

"Winning the Metro Tunnel contract reflects oOh!’s commitment to investing in strategically important and valuable Out of Home opportunities that connect advertisers with audiences in dynamic, urban environments," said Robbie Dery, oOh! chief commercial operating officer. "With the expansion of our rail network in Melbourne, and Sydney’s Metro, brands can target high value premium audiences at scale across Australia’s two busiest capital cities."

oOh!'s growing network in Melbourne follows the extension of its 17-year partnership with Victoria’s Department of Transport and Planning for the long-term renewal of Australia’s largest single street furniture contract incorporating approximately 5,000 bus shelters within the CBD and across Greater Melbourne.

In early July, oOh! announced an additional 10 large format digital signs on the West Gate Freeway, Footscray, Sunshine West, Broadmeadows and South Morang. oOh! employs about 800 people across Australia and New Zealand, and had revenues of $633.9 million in 2023.