QMS Extends Essendon Airport Contract, Adds Major Digital Billboard
2026-10-15 · via DailyDOOH
QMS has extended its contract with Nettlefold to continue managing the Essendon Fields Airport outdoor advertising portfolio in Melbourne, with plans to significantly expand the site's digital footprint. For operators tracking large-format DOOH growth in Australia, the deal adds another landmark digital structure to a key traffic corridor.
The centerpiece of the upgrade is a new 20m x 6.4m digital billboard at the airport's entrance, facing city-bound traffic on the Tullamarine Freeway. QMS says the site is due to go live before the end of the year. The company describes the location as reaching millions of motorists daily along the route connecting Melbourne Airport and the CBD.
A separate existing static site at the precinct will convert to digital in 2027, according to the announcement. Once complete, six of the 11 billboards across the Essendon Fields location will be digital, up from the current count the release does not specify.
QMS Chief Operating Officer Sara Lappage framed the extension as reinforcing the company's position in high-traffic Australian locations, saying the upgrades give advertisers scale and flexibility at a gateway site. Nettlefold Executive Director Michael Nettlefold said the shift to majority-digital assets reflects the modern character of the precinct and called QMS an effective partner in commercializing the portfolio.
The announcement does not disclose the length or value of the extended contract, nor does it name the hardware supplier or display specifications beyond overall billboard size. It also does not say what content management or programmatic ad platform will run the new sites, details that matter for agencies and operators evaluating sell-through and campaign flexibility on the corridor.
For the DOOH sector, the move adds to a string of recent landmark-format builds in Australia and signals continued investment in airport-adjacent arterial sites, which combine high vehicle volumes with semi-captive audiences heading to and from flights.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Leading digital outdoor media company QMS has announced a contract extension with Nettlefold for the Essendon Fields Airport outdoor advertising portfolio, delivering major digital upgrades across Melbourne’s key northern corridor.
QMS Chief Operating Officer, Sara Lappage , said the contract extension and digital developments underscore QMS’ commitment to delivering quality, high-impact assets in Australia’s most sought-after locations. “Essendon Airport is one of Melbourne’s most iconic outdoor precincts, commanding attention on a major arterial that reaches millions of motorists every day. Extending our partnership and expanding our digital footprint ensures we can continue to offer advertisers unmatched scale, impact, and dynamic flexibility in a highly sought after gateway location. Digital OOH leadership is at the heart of our business and by upgrading these key locations, including the addition of a new digital landmark at the airport’s entrance, we are giving brands a digital canvas to own the entry into Melbourne with high-impact messaging that drives immediate, short-term sales whilst simultaneously building long-term brand equity.”
The agreement will see the portfolio undergo significant enhancements, highlighted by the addition of a brand-new, premium 20m x 6.4m landmark digital billboard at the entrance to Essendon Airport. Positioned to target high volume city-bound traffic along the busy Tullamarine Freeway, the site is due to go live before the end of the year and will deliver maximum impact along the major arterial connecting Melbourne Airport and the CBD.
In addition to the new landmark build, an existing high-profile static site will be converted to digital in 2027. This upgrade transforms the precinct into a significant Digital Out of Home portfolio, with six of the 11 billboards across the location now offering full digital capabilities.
Nettlefold Executive Director, Michael Nettlefold , told us “We are thrilled to extend our relationship with QMS to continue to manage the sales and marketing activities for the Essendon Airport outdoor advertising portfolio. QMS has proven to be an outstanding partner in managing and commercialising our outdoor media portfolio with Essendon Fields. The transition to majority digital assets across the precinct reflects the modern, dynamic nature of Essendon Fields. These new state-of-the-art digital assets will not only enhance the visual appeal of the corridor but also deliver world-class advertising solutions to brands looking to engage with our growing precinct at Essendon Fields.”
The upgraded Essendon Airport portfolio further strengthens QMS’ market leading digital large format network across Australia.
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