VMO has secured the exclusive outdoor advertising rights to Central Park Mall in Sydney, adding another high-traffic retail site to its growing CBD footprint following a competitive tender.
The Chippendale-based centre sits within the broader Central Park mixed-use precinct, combining residential, student, and commercial traffic near major transport links, including Central Station.
Home to more than 40 retailers, including Woolworths Metro, Palace Cinemas, Timezone and Fortress, the site positions VMO in a dense, high-density environment spanning shopping, dining and entertainment.
Anthony Deeble, Chief Commercial Officer of The HOYTS Group and VMO, said, “We’re thrilled to be Central Park Mall’s outdoor media partner and to bring a comprehensive media solution to life that fits naturally into the precinct and complements its vibrant environment.”
“Securing this location not only strengthens our presence across Sydney’s CBD and adds another premium site to our portfolio but also reinforces our position as the leading outdoor provider with the largest retail footprint in the country,” he added.
Digital network and domination play
VMO has installed 11 digital screens across high-traffic zones, including path-to-purchase corridors and lift lobbies, creating multiple touchpoints for advertisers within the centre.
The site has also been approved as a Domination location, allowing brands to take over the entire retail environment, spanning floor decals, escalators, doors and full-screen digital takeovers.
Campaigns can also extend beyond the internal mall through The Cube™ activation space, linking indoor and outdoor placements within the precinct.
Paul Butler, Managing Director of VMO, said, “This new site puts advertisers at the heart of one of Sydney’s most vibrant precincts, where living, shopping, dining, and entertainment come together.”
“With our suite of solutions, brands can reach a diverse, city-based audience in ways that are creative, highly memorable and felt across the entire space, and we look forward to seeing our partners bring their campaigns to life.”
The deal underscores the continued push by outdoor operators into retail-heavy environments, where high dwell time and proximity to purchase are increasingly being packaged as full-funnel media opportunities.