oOh!media has struck its first comprehensive advertising agreement with Renault, including the first bespoke sponsorship with content partner Broadsheet in addition to News Corp Australia.
As part of the multi-format and multi-channel deal negotiated with Renault’s media agency OMD, the outdoor advertising and media company collaborated closely with Broadsheet.
The partnership also includes News Corp Australia, which produces top stories, lifestyle, sport, business news and videos from mastheads, including The Australian and news.com.au on oOh!’s national digital network.
Renault becomes the first advertiser to sponsor the Broadsheet, and oOh! content partnership since it launched late last year.
Broadsheet, which delivers hyper targeted and curated lifestyle recommendations on where to eat on the Office network, will create bespoke Renault content aligned to its target audience and amplified on oOh!’s digital screens. oOh! has also now extended Broadsheet’s content across oOh!’s Fly and Study environments.
Elena Woods, marketing communications manager, Renault Australia said: “We’re excited to be at the forefront of this audience-first omnichannel partnership, using a content-led approach to amplify the impact of our communications.”
Nick Shelton, founder and publisher at Broadsheet added: “As a provider of quality and informative content across oOh!’s Office and now Fly and Study networks, Broadsheet welcomes the opportunity to work with Renault and oOh! on this first branded content sponsorship.
“Together, we look forward to amplifying Renault’s marketing messages with specially curated content that will engage audiences at key moments in their Out of Home journeys.”
News Corp Australia will develop Renault content under its delicious. brand that will be amplified across oOh!’s Fly assets.
Neil Ackland, chief content, marketing and creative officer, oOh!Media said: “We are delighted to be working with Renault on its first multi-format and multi-channel agreement with oOh!, in conjunction with our content partners Broadsheet and News Corp Australia.
“This demonstrates how we can work collaboratively with our media partners to drive innovative and effective outcomes for advertisers to make their brands unmissable.” he added.