Digital outdoor media leader QMS has confirmed Allianz Australia as a returning major partner of its Milano Cortina 2026 Winter Olympic and Paralympic Games Network, reinforcing the insurer’s long-term commitment to leveraging premium out of home environments during major Australian cultural moments.
Allianz’s “Go Australiaaahh!” campaign, created by Howatson + Company and planned through Wavemaker, is live across QMS’ 100% digital national Winter Games Network. The campaign reimagines Allianz’s established brand platform for a winter sports context, featuring skiing, figure skating and snowboarding, alongside a high-impact full-motion 3DOOH execution at QMS’ landmark Emporium Melbourne billboard, which attracts more than 18 million visits annually. The 3DOOH full-motion creative can be viewed here.
The Milano Cortina Winter Games Network spans QMS’ extensive national billboard portfolio, City of Sydney and Gold Coast street furniture networks, The Convenience Network at 7- Eleven locations, and Canberra Airport. The Network is expected to reach 80% of metropolitan Australians*, providing brands with a broadcast reach, high-impact platform during one of the most anticipated global sporting events on the calendar.
Laura Halbert, Allianz GM of Consumer Strategy and Marketing, said the partnership reflects Allianz’s focus on relevance, scale and attention.
“Major sporting events like the Olympic and Paralympic Winter Games create powerful shared moments, and out of home allows us to show up where Australians are already engaged. Our return to QMS’ Games Network enables Allianz to remain visible during the moments that matter most – when attention and emotions are high,” she said.
“By utilising full-motion 3DOOH as the centrepiece of our out of home campaign, we’re able to elevate our creative impact and ensure Allianz is present when Australia’s athletes reach new heights of success during Milano Cortina.”
QMS Chief Sales Officer, Tim Murphy, said: “The partnership with Allianz demonstrates how brands can embrace the power of digital out of home [DOOH] to align with live, culturally relevant events at scale. Allianz’s return highlights the growing role of premium DOOH in marketing strategies built around attention, context and immediacy.
“The European time zone once again works in Australia’s favour, with competition coverage and medal moments landing during peak morning and evening commuter periods. This allows brands to connect with audiences at exactly the moments they are most engaged, reinforcing DOOH’s strength as a channel for timely, high-impact storytelling.”
Australia has sent 53 athletes to the Olympic Winter Games – the country’s second-largest Winter Olympic team ever – with a further 14 athletes expected to compete at the Winter
Paralympics. The Olympic Winter Games commenced on 6 February 2026, followed by the Winter Paralympic Games from 6 March 2026.
QMS is the official outdoor media partner of the Australian Olympic Committee and Paralympics Australia for the Milano Cortina 2026 Winter Olympics and Paralympic Games.
