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Reading: QMS & Vicinity Expand Partnership, Adding Emporium Melbourne To Network
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B&T > Advertising > QMS & Vicinity Expand Partnership, Adding Emporium Melbourne To Network
Advertising

QMS & Vicinity Expand Partnership, Adding Emporium Melbourne To Network

Staff Writers
Published on: 10th July 2024 at 8:23 AM
Edited by Staff Writers
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The expansion of QMS’ national network continues, with the digital outdoor media company extending its recently announced partnership with retail property group Vicinity Centres to include two high profile sites at its Emporium Melbourne location in the heart of Melbourne’s CBD.

As part of the partnership with QMS, the iconic Emporium Swanston Street location will be re-energised with a new, 75 per cent larger, higher-definition screen. This screen will offer 455 square metres of unobstructed viewing and make it a new landmark digital site in the centre of one of Australia’s busiest retail precincts.

The new Swanston Street landmark digital billboard is also 100 per cent full motion, and 3DOOH enabled, offering brands the creative capability to utilise existing video assets and add a new dimension in DOOH to their campaigns.

The Lonsdale Street location is also 3DOOH enabled and joins QMS’ existing multi-format 3DOOH portfolio, including digital large format, City of Sydney street furniture and The Convenience Network screens.

“Vicinity Centres include some of Australia’s most coveted retail sites and we’re very pleased to be able to expand our new partnership with them to include the prestigious Emporium Melbourne location,” said QMS chief operating officer, Sara Lappage.

“Once installed in the coming weeks, the new screen at Emporium’s Swanston Street will rank among the most exciting external digital screens in Australia. Not only will it provide unparalleled creative impact opportunities for brands in Melbourne’s retail centre, it will also further complement our growing network of full motion and 3DOOH enabled locations across the country”.

“Emporium Melbourne is Melbourne CBD’s home of premium Australian and international brands, attracting over 18 million visits each year. Extending our partnership with QMS to include the two new sites will allow brands to more effectively connect with customers as 3DOOH and full motion campaigns are brought to life,” said Vicinity Centres’ head of media, Brooke McMonigle.

The addition of Emporium follows QMS successfully winning the competitive tender to manage the external digital large format billboards for Vicinity Centres Box Hill Central and The Glen in Victoria, as well as Eastlands in Tasmania. The Swanston Street Emporium location is due for completion at the end of July.

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Aimee Edwards
By Aimee Edwards
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Aimee Edwards is a journalist at B&T, reporting across media, advertising, and the broader cultural forces shaping both. Her reporting covers the worlds of sport, politics, and entertainment, with a particular focus on how marketing intersects with cultural influence and social impact. Aimee is also a self-published author with a passion for storytelling around mental health, DE&I, sport, and the environment. Prior to joining B&T, she worked as a media researcher, leading projects on media trends and gender representation—most notably a deep dive into the visibility of female voices in sports media. 

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