QMS Secures Exclusive Digital OOH Rights at Wellington Airport
QMS NZ launches 'The WLG', a 15m digital billboard at Wellington Airport's main exit route, expanding its exclusive airport advertising portfolio to capture 5M+ annual passengers.
QMS NZ has launched 'The WLG', the first external digital large-format billboard at Wellington Airport, strengthening its position as the airport's exclusive out-of-home advertising provider. The 15-meter by five-meter screen sits on the main arterial route into Wellington's CBD and government precincts, targeting all traffic leaving the airport that serves more than five million domestic and international passengers annually.
The billboard, named after Wellington's IATA airport code, represents a strategic expansion of QMS NZ's airport advertising portfolio. The company already operates internal, external, and experiential advertising formats across the airport precinct through its exclusive partnership agreement.
Premium Gateway Positioning Targets Business Travelers
"'The WLG' delivers scale and attention on the primary route into the capital," said Adam Trevena, QMS NZ director. "Its position makes it the only OOH asset on this high-frequency gateway, offering brands a premium opportunity to engage business travelers and commuters entering Wellington."
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The billboard's location on the corridor connecting the airport to government precincts positions it to capture high-value audiences. This mirrors positioning strategies at major Asian airports, where digital advertising is placed alongside premium retail environments to maximize brand exposure to affluent travelers.
Wellington Airport general manager of commercial Richard Dalby said the new billboard forms part of the airport's broader strategy to enhance its commercial and passenger environments. "This partnership with QMS NZ strengthens our advertising offering and adds a dynamic visual element to the airport precinct," Dalby said. "It reinforces Wellington Airport as a premium platform for brands across Aotearoa."
Digital Adoption Outpaces Regional Airport Trends
QMS NZ's move reflects broader shifts in airport advertising infrastructure across Asia-Pacific. While 36% of major Asian airports currently use digital displays, QMS operates a 95% digital network, positioning the company ahead of regional adoption curves.
The digital transformation contrasts with passenger traffic scales across the region. Wellington's five million annual passengers represent a fraction of larger hubs, with Hamad International Airport handling 25.9 million passengers in the first half of 2025 alone, a 25% year-over-year increase. Dubai Airport projected 91.9 million passengers for 2024.
Despite smaller passenger volumes, Wellington's focus on premium audience targeting through strategic corridor placements mirrors approaches at larger Asian hubs. Singapore Changi Airport's Wonderfall, a 14-meter-tall digital display, combines advertising with operational analytics while serving 16.8 million passengers in the third quarter of 2024.
Exclusive Partnership Model Replicates Canberra Strategy
The Wellington Airport agreement extends QMS's exclusive partnership model, which the company previously implemented at Canberra Airport. This contrasts with shared arrangements at other airports, where multiple providers operate different advertising zones. MediaWorks operates internal digital screens at Wellington Airport under a separate agreement, reaching 475,000 monthly travelers through its Panorama digital wall.
The exclusive outdoor advertising rights give QMS control over gateway positioning, a competitive advantage as brands seek high-impact placements in premium travel environments. Airport advertising opportunities are increasingly viewed as strategic assets for reaching business decision-makers and affluent consumers in controlled environments.
The WLG launch positions QMS NZ to capitalize on continued growth in airport advertising investment across the Asia-Pacific region, where gateway locations command premium rates for brands targeting mobile, high-income audiences.
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