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QMS and Vicinity Centres expand partnership

Out-of-home (OOH) company QMS has expanded its partnership with retail property group Vicinity Centres to include the group’s Emporium Melbourne, right in the heart of the CBD.

The Emporium Melbourne’s Swanston Street and Lonsdale Street locations will join QMS’ multi-format, 3DOOH portfolio, which also includes the City of Sydney network and The Convenience Network screens.

The Swanston Street location will be refurbished to now feature a newer, 75% bigger, higher definition screen, making it a new landmark digital site in the centre of Melbourne’s CBD. The billboard will be 100% full motion and 3DOOH enabled, enabling brands to utilise existing assets, but also give them the ability to add a new dimension to their campaigns.

The Lonsdale Street billboard is also 3DOOH enabled.

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

“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.”

Brooke McMonigle, head of media at Vicinity Centres, added: “Emporium Melbourne is Melbourne CBD’s home of premium Australian and international brands, attracting over 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.”

QMS has recently opened an Adelaide office, welcoming Amelia Allan as its group business director. It came after the OOH company ended its relationship with sales representation company Medianest last month as it felt it needed a dedicated local presence in the southern state.

It has also recently expanded its NSW network significantly, winning a tender for the landmark billboard overlooking Cremorne’s Military Road among other leading sites. It also recently announced a partnership with The Hills Shire Council, as well as the Rosehill Gardens Racecourse.

The Swanston Street location refurbishment is due to be completed at the end of this month.

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