The reinvigoration of Australia’s most prestigious and sought-after out of home advertising network is gathering pace, with QMS Media reporting a high level of interest from leading marketers and media agencies in the new City of Sydney network.
More than 30 brands have expressed interest in partnering with QMS in the launch of the new, premium network of street furniture next year.
QMS general manager, City of Sydney, Jemma Enright (main photo), said: “Since we called for expressions of interest earlier in July, the response has been fantastic.
“Many marketers and agencies want their brands to be part of the early rollout to capitalise on the attention the new network will command. It is a rare opportunity to be associated with such an exciting launch and gain competitive advantage in both cut-through to a high-value audience and preferential buying conditions throughout 2022.”
QMS was appointed to an exclusive 10-year agreement, plus a further five-year option, with the City of Sydney in June 2020.
The commencement date for the three-phase rollout of the new premium network has been delayed this year, due to the COVID-19 pandemic, and will now start on 1 November 2021.
Enright said: “The delay isn’t surprising. It is the sensible thing to do given the current situation, and we are working closely with the City of Sydney to ensure the best possible outcome.”
QMS’ agreement with the City of Sydney will see a newly designed suite of bus shelters, communication pylons, kiosks and public toilets replace the current furniture, most of which has been in place since 1997.
The new network covers 26 square kilometres, including 10 distinctive precincts across 33 of Sydney’s most desirable suburbs, including the CBD.
QMS chief customer officer, Mark Fairhurst, said: “We are proud of what we have designed and developed in collaboration with Grimshaw Architects and the City of Sydney. We are very excited by how it will transform Sydney into one of the world’s most progressive cities in terms of the provision of public infrastructure.
“The QMS and City of Sydney network will include all-new architecturally designed street furniture – setting a new standard for function, accessibility and sustainability – and larger, more premium displays that are predominantly digital and optimised for impact and attention.”
Fairhurst said QMS is still taking expressions of interest from marketers and agencies.
“The level of interest is very high,” he said. “People understand that the transformation of the City of Sydney network will take place incrementally and that there needs to be flexibility in the early rollout phase, especially given the current COVID-19 situation. They also understand the benefits of getting in first and that the value afforded to early partners is highly desirable and will continue to be compelling into the future.”
