QMS NZ expands street furniture footprint across Tāmaki Makaurau
QMS NZ has expanded its street furniture footprint in Auckland, more than doubling its digital assets to over 410 screens across 110+ suburbs. This marks one of the largest ever investments into street furniture in Aotearoa and digital out of home infrastructure.
With more than three-quarters of Aucklander’s living outside the CBD and inner suburbs, QMS’ digital footprint extending from Warkworth to Pukekohe solves a core reach problem for advertisers.
QMS NZ managing director Ben Gibb says: “Tāmaki Makaurau is vast and rapidly changing, and owning it means reaching Aucklanders where they actually live, work, play and spend every single day. Expanding our digital street furniture footprint ensures brands burst the central bubble, and build proper, frequent, connections with Aucklanders across the entire region.
“This expansion underpins our ownership of Auckland and the total OOH audience solution we provide in Auckland as well as nationally. By combining our expanded street furniture portfolio with the newly opened CRL transit environments, plus our high impact billboard and bus networks, QMS offers an unmatched 4,500 plus asset footprint delivering 1.7 billion* monthly impressions across greater Auckland.”
A proper Auckland campaign
To bring the network’s reach to life for media agencies and advertisers, QMS partnered with agency Thomason Does Advertising and creative director Paul Taylor to launch a dedicated B2B market campaign, titled ‘Do a proper Auckland campaign’.
The campaign will introduce audiences to Auckland bus driver Queenie as the face of the campaign. Bus drivers navigate every corner of the region, seeing bus shelters, billboards and other out of home assets all day, every day. As such, Thomason Does Advertising says Queenie represents the ultimate authority on true Auckland coverage extending far beyond the central city grid.
“It’s pretty simple really: a campaign that only talks to central Auckland isn’t a proper Auckland campaign. If you want to reach Queenie (and hundreds of thousands of other Aucklanders), go with QMS. Hot tip: Queenie likes funny ads. And she really, really loves puppies,” says Lloyd Thomason from Thomason Does Advertising.
The digital street furniture expansion marks the latest major milestone in QMS’ ongoing partnership with Auckland Transport as it builds on its ‘Auckland plan 2050’ strategy. The 30-year blueprint guides Auckland’s future growth, public transit, and smart urban infrastructure.
*Total Combined knOOH impressions for all assets excluding bus, plus OTS for Bus using Datalab, 4 week 1+ reach based on AP15+ National (all formats excl Bus)