VMO and Vicinity Centres renew retail outdoor partnership

VMO and Vicinity Centres have renewed their retail outdoor partnership across 19 destinations in six Australian states. The agreement extends a relationship that began in 2004.

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VMO will remain a key outdoor media partner at centres across New South Wales, Queensland, Victoria, Western Australia, South Australia and Tasmania. The deal also includes upgrades to more than 100 digital assets.

More than 100 digital assets to be upgraded

The investment will include the rollout of large-format LED screens across the portfolio. VMO said the upgrades would give advertisers access to high-visibility formats in key locations within each centre.

Anthony Deeble, chief commercial officer of The HOYTS Group and VMO, said the partnership had been central to the company’s retail strategy.

“This partnership has been foundational to our retail strategy, one we established back in 2004 and we’re incredibly proud to continue building on this with the Vicinity Centres team,” Deeble said.

“Vicinity Centres’ portfolio represents some of the strongest retail catchments in Australia, and that alignment has been central to the strength of our retail network.”

Focus on scale and proximity to purchase

Paul Butler, managing director, said the digital investment would support VMO’s longer-term plans for its retail network.

“Renewing this agreement and enhancing it with continued investment in digital screen innovation reinforces our commitment to creating the retail network for the future,” Butler said.

“Retail outdoor remains critical for brands seeking scale, proximity to purchase and real-world impact, and we’re focused on ensuring our network continues to deliver on all three.”

Brooke McMonigle, head of ancillary income – property management at Vicinity Centres, said the renewal reflected the performance of the existing network.

“Renewing our partnership with VMO reflects the strong performance of our retail outdoor network and the value it delivers across our shopping centres,” McMonigle said.

“As a trusted, long-standing partner, this renewal supports the continued evolution of a high quality, premium media offering across some of Australia’s most highly trafficked retail destinations, with digital upgrades aligned to how customers engage in our centres.”

Vicinity Centres owns and manages retail destinations across metropolitan and regional communities. The announcement did not specify the length or financial value of the renewed agreement.