Val Morgan Outdoor has rebranded as VMO to better reflect the outdoor arm as a distinct business.
The new identity for the Hoyts Group brand aims to position it as separate from the Val Morgan cinema business as it eyes further growth in the digital outdoor space.
VMO managing director Anthony Deeble says: “the time for us to evolve our brand is now”.
“Digital outdoor has experienced enormous growth over the last two years and is a structurally advantaged advertising medium, positioned for further growth,” he says.
“Our relaunch is critically timed to support category and company growth, and prepare the business for further expansion.”
The rebrand also extends to VMO products. Its shopper assets will be called VMO Shop, the petro network will be VMO On-the-Go, its New Zealand working environments network will be VMO Work and its creative solutions hub will be VMO Lab.
VMO director, marketing Nicolette Onsley says that given its growth in the market VMO needed a brand that would pull all of its products together and make it easier to buyers and creatives to understand its verticals and capabilities.
‘We’ve placed a strong focus on creativity and innovation. We want to emphasise our desire to work with advertisers on their campaigns so that they can best use the medium for impact and engagement with their audiences,” Onsley says.
In the coming weeks VMO will be going out to agencies to communicate the changes and how its assets can work for clients.
Last year saw big growth in the VMO brand after a number of acquisitions including petro and convenience marketing specialist P&C Media.
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