GoTransit’s Melbourne coverage spans the booming northern corridor connecting Preston-Brunswick and Tullamarine-Broadmeadows with 150 route buses and access to 700,000+ residents placing brands on the move where daily life and major events collide.
Breaking into the Melbourne market? Let’s walk through our extensive Melbourne transit coverage and who you should be targeting.
Greater Melbourne is home to nearly 4.92 million people with a median age of 37 and a median weekly household income of $1,901, a profile that supports broad consumer categories from grocery to finance to entertainment.
Now zoom into the northern corridor: Preston–Brunswick and Tullamarine–Broadmeadows where our network concentrates everyday journeys and high-profile touchpoints from Melbourne Zoo and the University precincts to Melbourne Airport. With ~150 route buses and coverage reaching 700,000+ residents, brands gain consistent urban frequency with natural spikes during event season.
Who you reach (and why they buy)
Do you know your consumer? Well, we know our audience.
Our Melbourne northern coverage skews toward young families and professionals, particularly adults 30-39. Households are commonly couples with children, with weekly household incomes typically ranging from $1,100 – $2,200.
According to the ABS, at a metro level, rising earnings support discretionary spend: Australia’s median weekly earnings reached $1,396 in Aug 2024 and continuing to rise.
Movement patterns that work for media
Even with WFH in the mix, Melbourne’s City cluster still shows balanced travel-to-work modes: public transport 16.5%, active travel 14.3%, and private car 15.7%, with many working from home (38.6% on Census day).
The airport factor
Tullamarine is back to strength, with June 2023 passenger movements exceeding 90% of 2019 levels, and subsequent months setting new records (e.g. a record March for international passengers).
Airport-fed flows amplify outer-north exposure, especially during holidays and marquee events.
Everyday reach + event spikes = reliable outcomes
Our network overlays daily commuter flows with seasonal surges from Melbourne’s blockbuster calendar; Australian Open (Jan), F1 Aus Grand Prix (Mar), Melbourne Cup Carnival (Nov) plus local festivals like Midsumma (Jan/Feb) and Brunswick Music Festival (Mar).
Campaigns benefit from steady frequency and event-driven lift without needing separate buys.
Planning tips: Make the most of our Melbourne Coverage!
- Time for tentpoles. Launch ahead of January (AO), March (F1), and November (Cup Week) to bank momentum and capture interstate/international inflows via Tullamarine.
- Leverage frequency. Transit is a repetition machine; plan 8-12-week bursts to compound recall across school terms and shopping cycles. (Supports broader metro data on mobility and earnings tailwinds.)
- Bridge on- and offline. Be sure that you are ready for your consumer to come searching for you; optimize landing pages for mobile, ensure you’re on the first page of Google and get your retargeting ready!
Sources
- ABS, 2021 Census QuickStats – Greater Melbourne (GCCSA 2GMEL): population, median age, household income. Australian Bureau of Statistics
- ABS, Australia’s Journey to Work (2021): mode share trends and public transport usage on Census day. Australian Bureau of Statistics
- City of Melbourne, Travel to Work (2021): local mode split incl. WFH share. profile.id.com.au
- ABS, Employee Earnings (Aug 2024): median weekly earnings (employees, main job). Australian Bureau of Statistics
- GoTransit Melbourne Super Depot Slides: network coverage, demographics (30–39, families, income ranges), key locations and events. Melbourne_Super_Depot_Slides
- GoTransit Tullamarine-Broadmeadows Location Page: OOH Advertising solutions in Tullamarine-Broadmeadows, VIC
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