Australian Venue Co. (AVC) unveiled its retail media network AVC Experience+, giving partners access to its growing national portfolio of 219+ venues with the ability to reach up to 15 million consumers annually via curated brand experiences, digital content and tailored promotions.
Lead image: Marianne Mewett, AVC chief experience officer
Partners can turbocharge their digital marketing effectiveness by leveraging AVC’s annual digital customer interactions of 30 million+ website views, 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.
“AVC Experience+ offers something unique: front-row access to an attentive and receptive audience when they are in their cultural and social comfort zone: eager to engage, hyped to explore, and poised to embrace new brand experiences,” said Mewett.
“Increasingly, there is an expectation for brands to actively engage, connect, and integrate into the cultural landscape of their consumers’ lives. The extraordinary point of difference of AVC Experience+ is that it helps brands deliver relevant content to consumers at a unique point of culture, enhancing salience and driving top-of-mind awareness,” added Mewett.
Partners can blend their digital media presence with in-venue activations, customer experiences and visual branded assets, ensuring the rollout of strategic campaigns that maximise consumer touchpoints and meet customers when they are in a socially relaxed and receptive mindset.
AVC Experience+ is led and managed by an in-house team, with support from the broader digital and experience teams and oversight from AVC chief experience officer, Marianne Mewett.
For the first time, partners can leverage AVC’s 6 million+ sophisticated first-party data profiles and rich segments to optimise campaigns and reach relevant cohorts based on their spending, visits, behaviour, interests, products and preferences.
For brands that want to target a particular region or hone in on a specific type of venue, for example, sports bars, Gen Z hotspots, or family-focused venues, AVC Experience+ empowers them to positively impact hard-to-reach demographics and untapped, scalable audiences across 219+ iconic pubs, bars, restaurants, and event spaces in ci.es, suburbs, and regional towns across Australia and New Zealand.
“AVC Experience+ invites brands to think big and act bold with digital campaigns that are integrated with on-site customer experiences, such as feature bars, booth takeovers, venue activations, and sampling experiences, supported with high-impact, strategically placed branded visuals, including posters, coasters and umbrellas,” said Ms Mewett.
“Picture the visually explosive, powerfully effective strategy of commandeering every AVC outdoor umbrella at a venue, across a state, or even nationwide for a seasonal campaign that integrates with digital media to elevate brand fame and maximise return and value”.
Ms Mewett said the launch of AVC Experience+ was driven by partners that want to grow their business with the group and connect more meaningfully with customers.
AVC Experience+ streamlines multiple processes across many diverse venues and gives new and existing partners access to sophisticated media solutions that will drive positive customer engagement.
With beverage partners already coming on board, AVC Experience+ offers a unique opportunity for brand partners in aligned sectors including Media and communication, cinema and film, sporting and recreation, retail, clothing and fashion, travel and tourism, dating, and in-home entertainment.
