VMO has announced a significant expansion of its national retail media network following the renewal and extension of its long-term partnership with Region Group, one of Australia’s leading neighbourhood property owners and managers.
The expanded agreement will see VMO secure media rights across more than 100 of Region Group’s retail centres in metropolitan cities including Sydney, Melbourne, Brisbane, Perth and Adelaide, as well as key regional growth corridors such as Newcastle, the Hunter Valley, Gold Coast, Sunshine Coast, the South Coast and the Whitsundays.
As a result, VMO’s retail footprint will grow to over 550 locations nationally, further enhancing its ability to deliver high-impact campaigns for brands at scale.
The deal includes the rollout of more than 150 new large-format digital screens, including LED assets, strategically placed in high-traffic FMCG environments to reach shoppers at the critical path-to-purchase moment.
Anthony Deeble, chief commercial officer of The HOYTS Group and VMO
Strategic media investment for 2025.
Anthony Deeble, chief commercial officer of The HOYTS Group and VMO, said the partnership marked a new chapter for the network’s growth ambitions.
“We’re incredibly excited to extend our partnership with Region Group. The partnership is a significant opportunity in the Australian retail media landscape, with the sheer scope combining more than a dozen sub-regional shopping centres, 120 supermarkets and more than 2000 retailers,” Deeble said.
“I’’s a major step forward as we continue building our footprint across metro and regional communities and is just one example of the ongoing investment into our network, which is a key focus for us throughout 2025.”
A long-term partnership built on innovation
Tim Weale, head of strategic partnerships & delivery at Region Group, said the extension reflects a shared commitment to customer experience and innovation.
“We’re continually looking for ways to elevate our customer experience across each of our centres, and working with VMO has been a true partnership, with the team implementing quality, innovative, and impactful screen solutions fit for each centre.
“We’re thrilled to extend our partnership across a longer term with such a respected media partner,” Weale said.
Managing director of VMO, Paul Butler, echoed the sentiment, noting the value of reach and relevance in today’s competitive media landscape.
“This partnership with Region Group is pivotal for our retail media network. It allows our partners to extend their campaign reach to key audiences nationwide, driving stronger cut-through and connection,” Butler said,
Installation of the new screen assets is already underway and is expected to be completed by June 2025.