Australian Venue Co. (AVC) has launched a retail media network, AVC Experience+.
AVC is a food and beverage-led hospitality group that owns and operates pubs, bars and venues across Australia, including Untied in Barangaroo, Little Pearl Bar in Manly, and Hotel Esplanade in St Kilda.
The retail media network gives partners access to over 200 venues and the ability to reach up to 15 million consumers annually via curated brand experiences, digital content, and tailored promotions.
Partners can also blend digital media presence with in-venue activations, customer experiences, and visual branded assets, ensuring the rollout of strategic campaigns that maximise consumer touch points and meet customers in a socially relaxed and receptive mindset.
Hotel Esplanade, St Kilda
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.
Mewett said AVC Experience+ offers partners a combination of scale and unprecedented access to a unique and untapped audience of in-demand, high-intent consumers.
Partners will be able to leverage AVC’s 6+ million first-party data profiles.
“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,” she said.
“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.”
Little Pearl Bar & Restaurant, Manly
Mewett said the launch of AVC Experience+ was driven by partners wanting to grow their business with the group and connect more meaningfully with customers.
“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.
“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.”
Annually, the group has 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.
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Top image: Marianne Mewett