QMS Media, reporting a high level of interest from marketers and media agencies, has again delayed its exclusive City of Sydney out-of-home network.
The network, won from JCDecaux last year, will now start November 1 because of restrictions from the COVID-19 pandemic. It had been intially due in August but was delayed to September.
QMS says more than 30 brands have expressed interest in partnering with QMS.
“Since we called for expressions of interest earlier in July, the response has been fantastic," says QMS General Manager, City of Sydney, Jemma Enright.
“Many marketers and agencies want their brands to be part of the early rollout to capitalise on the attention the new network will command.
"It is a rare opportunity to be associated with such an exciting launch and gain competitive advantage in both cut-through to a high-value audience and preferential buying conditions throughout 2022.”
QMS was appointed to an exclusive 10-year agreement, plus a further five-year option, with the City of Sydney in June 2020.
Enright says the delay is the sensible thing to do given the current situation.
QMS’ agreement with the City of Sydney will see a newly designed suite of bus shelters, communication pylons, kiosks and public toilets replace the current furniture, most of which has been in place since 1997.
The new network covers 26 square kilometres, including 10 distinctive precincts across 33 of Sydney’s most desirable suburbs, including the CBD.
QMS Chief Customer Officer Mark Fairhurst : “We are proud of what we have designed and developed in collaboration with Grimshaw Architects and the City of Sydney.
"We are very excited by how it will transform Sydney into one of the world’s most progressive cities in terms of the
provision of public infrastructure.
“The QMS and City of Sydney network will include all-new architecturally designed street furniture – setting a new standard for function, accessibility and sustainability – and larger, more premium displays that are predominantly digital and optimised for impact and attention.”
Fairhurst says QMS is still taking expressions of interest from marketers and agencies.
“The level of interest is very high,” he says.
“People understand that the transformation of the City of Sydney network will take place incrementally and that there needs to be flexibility in the early rollout phase, especially given the current COVID-19 situation.
"They also understand the benefits of getting in first and that the value afforded to early partners is highly desirable and will continue to be compelling into the future.”
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