Press Release

Val Morgan Outdoor (VMO) wins Melbourne’s iconic, Chapel Street retail site

March 5, 2020

Wednesday, March 4, 2020


Val Morgan Outdoor (VMO) has secured one of Melbourne’s iconic retail destinations, Pran Central at Prahran Square following a $60 million dollar redevelopment.

Further strengthening VMO’s market leading Digital Out-of-Home (DOOH) inventory, the large format screen spans an impressive 34m², commands a prime corner position and reaches on average 200,000 shoppers every month.

“Our growing retail network is designed to engage consumers with impactful formats that command attention.

“Our latest acquisition is a perfect example of this. Ideally positioned for brands and advertisers, Prahran Square is a community hub for events where locals also grocery shop and seek fashion or health services in one easily accessible location.

“Webjet were the first advertiser to leverage this opportunity. They were seeking a premium, impactful large format solution in a high foot traffic location and Pran Central delivers this for them,” Paul Butler, Managing Director of VMO, said.

The latest screen is part of VMO’s strategy to expand its large format retail offering, which now consists of near 60 premium screens (12 of which are IMPACT+ screens).

VMO’s large format retail network continues to grow year on year.

“Our commercial objective for FY2020 is to introduce a further 20 new large LED digital screens in leading retail centres, growing VMO’s large format retail network by over 40% this year.

“The addition of Pran Central is an important step towards our focused growth ambition, and we look forward to announcing further key wins as the year progresses,” Anthony Deeble, Chief Commercial Officer of the Hoyts Group, said.


– ENDS –

For further information contact:
Agnes Peri, Senior Marketing Manager | Val Morgan & VMO
T: 02 8113 5666

About Val Morgan: Val Morgan is an industry leader delivering premium, highly attentive audiences across Cinema, Outdoor and Digital platforms. Located throughout Australia and New Zealand, Val Morgan provides a 100% digital, full-screen, advertising solution for brands looking to connect with engaged and active consumers. The Val Morgan network comprises of over 14,000 location-based digital advertising screens in cinema, retail, petro-convenience and fitness locations, and offers digital publishing opportunities via The Latch and Fandom – the world’s largest entertainment fan site.


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