oOh!media unveils bold new look for Melbourne’s iconic billboard ‘The Bourke’
Melbourne – Australia’s largest 3D Anamorphic billboard ‘The Bourke’ has undergone a major upgrade, further amplifying its presence in the heart of Melbourne’s CBD.
The billboard has been elevated a further four meters and fitted with the latest high-definition technology, delivering sharper visuals, smoother motion and clearer viewing angles. As part of the upgrade the digital display has been encased in a sleek and contemporary frame, solidifying ‘The Bourke’ as Melbourne’s most iconic digital and 3DA enable OOH site.
Among the first brands to take advantage of the revitalized site are Pepsi, Dove, JLR and Spotify.
Since its launch by oOh! in 2015 as the nation’s largest full-motion digital billboard, the six-story landmark has stood as an unmissable advertising platform above the intersection of Bourke and Swanston Streets.
Mark Fairhurst, oOh!’s chief revenue officer said: “Since its inception over 4,600 campaigns, including more than one-hundred 3D Anamorphic (3DA) executions, have run on ‘The Bourke’, making it one of Australia’s most sought-after Out of Home assets. It’s sheer size, commanding scale, and iconic placement set it apart as the premier screen for immersive 3DA and brand fame.”
To help brands maximize the potential of the upgrade, oOh!’s creative and innovation hub, POLY have updated its digital twin and 3DA stage that gives advertisers access to a virtual model of their campaign to refine executions before launch.
1.7 million people pass ‘The Bourke’ every week*, offering brands unmatched visibility in one of Australia’s busiest pedestrian and retail precincts.
oOh! also operates the largest billboard network in the country, with more than 3,800 sites nationwide. As Australia’s leading Out of Home provider, oOh! continues to invest in premium assets, helping brands stand out with scale, creativity and innovation.
*source: MOVE, total weekly audience
About oOh!media
oOh!media is the #1 Out of Home company in Australia and New Zealand. We exist to make public spaces better and brands unmissable, proudly leading the market with innovation, creativity, data and results. We have over 35,000 assets across our national digital and classic network that reaches over 99% of metro Australians and 72% of metro New Zealanders every week. Each asset plays an important role in the communities they are located, creating engaging environments that inform, entertain and inspire, while connecting brands with audiences at scale.
From humble beginnings in 1989, we’ve grown into the #1 Out of Home company in Australia and New Zealand. Listed on the ASX, with annual revenues of $635.6m in 2024, we employ over 900 people who all proudly live our purpose. We are oOh!media, and we are unmissable. Find out more at oohmedia.com.au
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