Brisbane Airport, voted best in Australia by SkyTrax, recently completed a $26.9 million renovation to help accommodate the 24 million passengers that pass through its terminals each year. A key part of that redevelopment is the 400-square-meter digital billboard that now welcomes travelers with an expanded scope and mix of content. Installed by Brisbane Airport’s advertising concessionaire oOh!media, the new and improved digital billboard was manufactured by Daktronics. Located on Moreton Drive, and therefore nicknamed “Big Morety,” it also currently carries the reputation of being the largest billboard of its kind in the Southern Hemisphere.
“The recent contract renewal with oOh!media was a perfect opportunity to review our media strategy across the board and look at innovative ways to incorporate imagery and messaging that appeals to our specific passenger mix while amplifying Brisbane Airports’ uniquely Queensland Sense of Place,” said Brisbane Airport Corporation Executive General Manager Martin Ryan.
Indeed, Big Morety is just the beginning, and oOh!media will soon be installing more digital screens to make traveling here a unique experience. One of the most refreshing elements of this rollout is its step away from advertising and its focus on the customer. This means highlighting regional content and Queensland flavor as well as catering to specific passenger needs.
“An example of this is the ‘mindful moments’ content that has been specifically developed by oOh!’s in-house creative team to guide passengers, who may have anxiety about flying, through meditation techniques and breathing exercises. So, it’s not all about advertising messaging,” Ryan said.
Check out the video below for timelapse coverage of Big Morety’s digital makeover: