MOSS CREATES ADVERTISING FOR A PUBLIC COMPETITION TO NAME THE EASTLINK TUNNELS

Twin tunnels in Melbourne’s EastLink tollway were christened Melba and Mullum Mullum after a public naming competition that attracted more than 2000 entries. MOSS created an advertising campaign directed at the public for client Southern and Eastern Integrated Transport Authority (SEITA).

Visiting the (at the time) yet-to-be opened 1.6-kilometre tunnels at Ringwood this morning, the then Roads and Ports Minister Tim Pallas said the winning names were both highly relevant to Victoria.

The inbound tunnel honours Australian soprano Dame Nellie Melba.

Mullum Mullum is the name of the outbound tunnel and had the most nominations in recognition of its indigenous heritage.

Mr Pallas said Dame Nellie Melba helped put Australian on the international map and gave Victorians an appreciation of the arts.

"Ultimately I think we've got great names for the future," Mr Pallas said.

He described the tunnels as a “crowning achievement".

SEITA, CREATIVE CONCEPT AND ADVERTISING CAMPAIGN