The Rings of Power turn Melbourne into Middle-earth

By on August 25, 2022 0

Melbourne’s popular tram ride from the city to St Kilda has been transformed into Middle-earth as Prime Video celebrates the release of the upcoming Lord of the Rings: The Rings of Power series on September 2.

Tolkien fans will be able to delve even further into this adaptation of the series and travel to Middle-earth in an immersive tram shelter experience brought to you by Prime Video, Mediabrands Content Studio, Rufus powered by Initiative and JCDecaux.

Hushidar Kharas, Head of Prime Video Australia and New Zealand, said: “The Lord of the Rings: The Rings of Power is JRR Tolkien’s epic Second Age story, following a cast of characters in a world loved by many. We want to invite Melbourne commuters to experience a journey through Middle-earth on Melbourne’s trams before diving into the new series.”

Max Eburne, Commercial Director of JCDecaux, said: “Collaborating with our partners on this tram activation has been an incredible achievement. Activation provides an engaging experience for audiences, drawing them into the new series, as well as incredible reach for Prime Video.

Sharyn Keller, Commercial Director of Rufus powered by Initiative, said: “The opportunity to forge links between two worlds has been realized along this iconic Melbourne tram line, taking new and existing fans on an immersive journey to Middle earth.

“The breadth of different formats and the high-end multi-sensory elements of the design came together to produce an extraordinary encounter for commuters, befitting a series of this magnitude. From conception to launch, it took a village, and we’re thrilled that audiences are finally getting the chance to experience it.

Do you have anything to say about this? Share your opinions in the comments section below. Or if you have any news or a tip, email us at

Sign up for the AdNews newsletter, like us on Facebook or follow us on Twitter to break stories and campaigns throughout the day.