Twice the exposure: VMO adds double-sided digital screen in Queenstown

Finding a big outdoor canvas in Queenstown has never been particularly easy. VMO New Zealand has now added one, installing a large-format, double-sided digital screen at Five Mile Shopping Centre.

Located in Frankton, the new digital out-of-home site gives brands and media agencies a fresh way to reach audiences within one of the district’s fastest-growing retail and commercial precincts.

The opportunity is a rare one. Queenstown has no external billboards, while the region’s digital advertising inventory has historically been limited and difficult for agencies to secure at scale.

That scarcity gives the Five Mile screen some extra muscle, placing campaigns within one of the district’s busiest retail catchments and in front of residents, commuters and visitors throughout the day.

Five Mile has become an important retail and services hub for the wider Queenstown Lakes district, generating regular traffic from both the local community and the region’s considerable visitor population.

Queenstown may be famous for winter, but summer deserves plenty of attention too. Warm weather brings strong domestic and international visitor numbers, creating opportunities across retail, travel, tourism, hospitality and other seasonal campaigns.

VMO Commercial Director Rob Forsyth says the new screen fills a noticeable gap in the local media landscape.

“Queenstown is one of New Zealand's most valuable advertising markets, but it's a market that digital out-of-home has been lacking until now,” said Rob Forsyth, Commercial Director at VMO.

“This new digital install changes that. Working with our commercial partners at Five Mile to get this across the line shows VMO’s commitment to the Retail media segment in New Zealand, and we have ongoing plans to provide our media partners with new and exciting inventory in retail.”

VMO Sales Director – New Zealand Matt Tremain says the location brings several valuable audience groups together within one distinctive destination.

“Queenstown gives brands something increasingly valuable – a combination of local community, domestic travellers and international visitors within one of New Zealand’s most distinctive destinations.”

“Our Five Mile Large format digital-out-of-home screen gives brands a new way to show up at scale within that environment, whether the objective is building brand awareness, supporting a retail or tourism moment, or reaching consumers on the path the point of purchase, because every shopper matters.”

The site also places brands close to the point of purchase, giving advertisers an opportunity to combine broad awareness with activity designed to support a specific retail or tourism moment.

The screen is now fully operational, allowing agencies to begin planning and booking campaigns ahead of Queenstown’s busy summer period.