Hospitality company enters into retail media with network launch
Hospitality player Australian Venue Co. (AVC) is venturing into the retail media space, launching AVC+ Experience, a new network to help brands reach its millions of consumers.
Giving brands access to its growing national portfolio of over 200 venues, AVC+ Experience will curate brand experiences, digital content and tailored promotions for its partners.
According to AVC’s internal reporting via Google and Meta, it has 30 million website views annually, with a reach of 365 million organic social impressions, 2.29 million EDM recipients and 102 million impressions via The Pass loyalty app and digital ordering platform me&u.
The new retail media network will allow brand partners to leverage AVC’s customers, furthering their digital marketing effectiveness.
Marianne Mewett, chief experience officer at AVC, told Mumbrella she has been watching the retail space for a while and clients have seen the rich opportunities available in AVC’s portfolio size and diversity – especially with the variety of customer demographics and segments. The launch of the retail media network was driven by the interest from clients.
Marianne Mewett
“They want to grow their business with us and connect with customers in more meaningful ways,” she explained.
“AVC Experience+ streamlines multiple processes across diverse venues and gives new and existing partners access to sophisticated media solutions that add value and drive positive customer engagement.”
She also noted that there has been a shift in marketing budgets from traditional OOH and TV, to retail media and assets closer to the point of purchase.
“For suppliers, advertising dollars spent close to the point of purchase is advantageous and they have the opportunity to easily see the return on adspend,” Mewett said.
“We have an audience of engaged customers in fun, social environments, so we are well-placed to meet these changing needs. Launching an industry-leading retail media network makes good business sense and will give us an operational and competitive advantage in the hospitality sector.”
She told Mumbrella AVC+ Experience’s key differentiator is that it reaches consumers in their cultural and social comfort zones, and at peak receptivity, which drives top-of-mind awareness.
“Imagine reaching consumers with your unique F&B proposition, or travel recommendations, or cinematic experiences when they are spending an afternoon with friends and family, in an easy-going casual environment, when they are already at a point of cultural absorption,” she said.
AVC’s venues span major metropolitan areas, local suburbs and regional towns across the country and, depending on the venue, Mewett said it can be a “hot-spot” for a targeted audience.
“…Gen Z, sports lovers, or families, to name a few. It offers partners the opportunity to influence hard-to-reach demographics and untapped, scalable audiences,” she said.
Throughout the beta stage, AVC+ Experience has been working with Lion, Carlton & United Breweries, and Pernod Ricard, among others.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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