A new outdoor advertising format situated at major shopping centres has been launched with American Express coming on board as a foundation advertiser.
Media company Vuego has partnered with Centro and AMP Capital Shopping Centres to launch car park advertising.
The format has been rolled out in several shopping centres across the Eastern seaboard, including Macquarie Centre in Sydney, Pacific Fair on the Gold Coast and Victoria Gardens in Melbourne.
As the launch advertiser, American Express will have their ads across all participating centres until after the new year.
Vuego attained the rights to proprietary technology that complies with fire and safety standards and is already in use in Europe and the United States.
The format allows for the largest car park advertising to date in Australia. They are also that are graffiti proof, UV-protected, relocatable and recyclable.
Vuego managing director Peter O'Leary said: "The Vuego solution has been developed specifically to introduce large scale, interactive, drive-in branded car park environments which works for consumers, advertisers and shopping centres.
"In short, this allows a company to completely own a very visible section of a car park in a highly unique way."
The format is to be rolled out nationally and Vuego is in talks with other parties to introduce the format.
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