Australia’s largest retail advertising media company, oOh! Media today announced it has won the exclusive advertising rights to Colonial First State’s newest flagship shopping centre, Emporium Melbourne.

Emporium will be Melbourne’s largest retail development since 1911 when the transformation of the old Myer CBD Centre is complete mid next month.

oOh! CEO, Brendon Cook, said it was fantastic to be extending the long term relationship with Colonial through the new contract, which provided an exciting platform to showcase world leading digital technology and consumer interactivity in a premium environment.

“Emporium enables us to deliver and further develop our world leading digital signage and interactivity, both inside and outside the Centre,” Mr Cook said.

“We can now provide advertisers access to the largest external digital sign in Australia with full animation capability and more than 30 digital advertising panels centre wide with a number capable of full mobile interactivity, plus Wi-Fi connectivity and other digital and experiential opportunities.

The Flagship Centre opens on 16 April and will house international and local retail brands and a unique café food court concept that will become the home of some iconic restaurateurs, celebrity chefs and Melbourne food royalty.

Mr Cook said the digital opportunities were further enhanced by the provision of the only activation space in the centre which enables oOh! to offer experiential campaigns that could amplify the digital away-from-home offering.

“We will be able to raise-the-bar on shoppers’ retail advertising experience during their visit to Emporium – from the huge external digital sites that entice traffic into the Centre, to reactive digital panels and experiential opportunities inside the Centre,” he said.

“I’m sure our track record of delivering solid results through constant innovation has contributed to this contract win. It further cements our position as Australia’s largest retail advertising media company.”

The win has seen former oOh! Strategy Director, Kelly McIlwraith, return to oOh! as Project Manager for Emporium, where she is responsible for the entire sales and product management at the new Showcase centre.

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