Val Morgan Outdoor Rebrands As VMO

Digital Outdoor business Val Morgan Outdoor has rebranded and unveiled a new logo and website – from today it will be known as VMO.

VMO, a division of The HOYTS Group – a leading media and entertainment company, is seeking to strengthen its position as Australia’s strongest 100 per cent digital outdoor operator. The HOYTS Group CEO, Damian Keogh says: “VMO has grown tremendously since joining The HOYTS Group in 2008. It now includes more products and services that cover more OOH categories. It is a significant player in digital outdoor. It’s time for them to evolve the brand to reflect the business.”

Managing director VMO, Anthony Deeble says; “the time for us to evolve our brand is now. Digital outdoor has experienced enormous growth over the last two years and is a structurally advantaged advertising medium, positioned for further growth. Our relaunch is critically timed to support category and company growth, and prepare the business for further expansion.”

The challenge was to transform the brand into an inspiring, youthful brand that captured the innovation and technology in the products and services, whilst simplifying the product suite.

VMO operates only Digital sites and focuses on path-to-purchase environments. The company’s key offerings are; “VMO Shop”, which covers its largest portfolio of Digital screens in 380 Shopping Centre environments; “VMO On-the-go”, which covers a growing network of digital formats in over 350 Petro locations; “VMO Work”, the New Zealand based business of Digital Screens in working environments and, “VMO Lab”, which offers creative digital solutions that bring ideas and innovation to life in meaningful ways.

DART, Digital-outdoor Audience in Real Time, continues to offer advertisers anonymous audience analytics that demonstrate who has actually viewed a campaign and how long they are engaged. DART is VMO’s exclusive real-time audience measurement system.

Nicolette Onsley, VMO’s director of marketing explains; “VMO needed a brand that would pull all of its products together and make it easier for buyers and creatives to understand our verticals, formats and capabilities. We wanted to do that through highly visual images of our sites and really emphasize our 100 per cent digital nature whilst appealing to our audiences.

“We’ve placed a strong focus on creativity and innovation. We want to emphasise our desire to work with advertisers on their campaigns so that they can best use the medium for impact and engagement with their audiences.”

Deeble adds: “We feel we’ve created an exceptional strong, contemporary brand that leverages the FIERCE nature of our internal culture and a compelling brand that doesn’t look or act like others in our category. We want to be a world leader in Digital Outdoor using best-in-class technology and innovation that reflects the business we are today, and what we aspire to become tomorrow.”

The VMO rebrand and repositioning was unveiled last night at an intimate event at Sydney’s Woollahra Hotel and is effective immediately.

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