Digital outdoor media company VMO has unveiled a fresh identity and brand positioning, Outdoor Done Differently, to celebrate its 20th birthday
Outdoor Done Differently speaks to the business' strategic vision since its inception in 2003 and demonstrates how the brand has delivered a competitive advantage for partners, through data, innovation, and creative solutions.
To bring the new positioning to life, VMO has developed a new persona in collaboration with design and communications company Rodeo.
Paul Butler, MD, says VMO has been since the starta "pioneer and a trendsetter" in outdoor, doing things differently not for the sake of being different, but because it makes a difference.
"From being one of the earliest digital outdoor companies to launching our ground-breaking audience measurement tool DART and being the trailblazer for programmatic outdoor in Australia, our team is empowered to express creativity and embrace their entrepreneurial spirit, pushing the boundaries with innovative screen technologies and client solutions," says Butler.
"As a result, we continue to challenge the market, operators, and agencies to think differently about outdoor media. Outdoor Done Differently is a position that speaks true to our past and connects to our future and it will propel us into the next 20 years and beyond.”
Paul MacGregor, VMO's director of strategy and marketing, said the positioning is more than a tagline.
"Crafted through a series of collaborative team workshops, I love how our Outdoor Done Differently positioning is a homegrown line that captures the true essence of the business in three simple words," says MacGregor.
"Our new identity is bright, personable, unmistakable, and impossible to ignore. Just like our screens.”
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