QMS adds Vicinity's Emporium Melbourne to network

By AdNews | 10 July 2024

Digital outdoor media company QMS has extended its partnership with retail property group Vicinity Centres to include two sites at its Emporium in the heart of Melbourne’s CBD.

“Vicinity Centres include some of Australia’s most coveted retail sites and we’re pleased to be able to expand our new partnership with them to include the prestigious Emporium Melbourne location," QMS chief operating officer Sara Lappage said.

“Once installed in the coming weeks, the new screen at Emporium’s Swanston Street will rank among the most exciting external digital screens in Australia.

"Not only will it provide unparalleled creative impact opportunities for brands in Melbourne’s retail centre, it will also further complement our growing network of full motion and 3DOOH enabled locations across the country.”

The Emporium Swanston Street location will be re-energised with a higher definition screen that is 75% larger, offering 455 square metres of unobstructed viewing and making it a new landmark digital site in the centre of one of Australia’s busiest retail precincts.

The Swanston Street landmark digital billboard is also 100% full motion and 3DOOH enabled, offering brands the creative capability to utilise existing video assets as well as the ability to add a new dimension in DOOH to their campaigns.

The Lonsdale Street location is also 3DOOH enabled, and joins QMS’ existing multi-format 3DOOH portfolio including digital large format, City of Sydney street furniture and The Convenience Network screens.

Vicinity Centres head of media Brooke McMonigle said Emporium Melbourne is Melbourne CBD’s home of premium Australian and international brands, attracting more than 18 million visits each year.

"Extending our partnership with QMS to include the two new sites will allow brands to more effectively connect with customers as 3DOOH and full motion campaigns are brought to life," she said.

The addition of Emporium follows QMS winning the competitive tender to manage the external digital large format billboards for Vicinity Centres Box Hill Central and The Glen in Victoria, as well as Eastlands in Tasmania.

The Swanston Street Emporium location is due for completion at the end of July.

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