19 Nov

They're Australia's biggest, they're beautiful and Ci did them both.

It's not the first time Ci has held the record for the biggest LED billboard in Australia. Another Ci project, Emporium held the title for quite some time. This time around however there are two of them, each providing a commanding view to the 45,000 motorists that travel on Melbourne's airport freeway each day.

Having two such screens in close proximity gives advertisers the unique opportunity to create playful content where the two screens can interact. We can't wait to see what Australia's best creatives come up with, from conducting conversations between screens to passing objects back and forth. These screens allow full synchronisation between them, full motion content and eyecatching HD display capability with over 1.52 million individual LEDs per screen.

“Installing such grand-scale digital screens is not only ground-breaking for an Australian airport but also the country, taking our ability to raise brand awareness to new heights for marketers,” Melbourne Airport Chief of Retail Andrew Gardiner told The Moodie Davitt Report. “Melbourne Airport is Australia’s busiest 24/7 airport, servicing almost 37 million people annually, so we are guaranteed to capture the attention of millions of travellers each year.

These screens will also play a key role in the airport’s ability to communicate with passengers. “During important dates such as Christmas and New Year’s Eve, the screens will come to life with bespoke graphics. We can also promote Victoria’s key events and attractions such as the AFL Grand Final, The Australian Open and The Australian Grand Prix, which is really exciting.”

Part advertising screen, part airport community screen and part showcase for the state of Victoria, we think these screens have a bright future. Ci's manufacturer partner in this instance was Unilumin.