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Mediaworks wins Auckland Transport out of home contract
MediaWorks has secured a new long-term agreement with Auckland Transport for its out of home portfolio, including street furniture, transit media, transport hubs and billboards.
The new contract will come into effect on October 16.
Auckland Transport’s media partnerships and experience lead Simon Soulsby says the contract award is an exciting step for New Zealand’s largest OOH media portfolio.
“After an incredibly competitive process we are very pleased with the outcome. We look forward to working closely with MediaWorks to deliver innovative out of home media solutions. This new partnership brings certainty for the industry and great outcomes for Auckland ratepayers.”
Last December, Auckland Transport pulled the pin on five outdoor advertising contracts that were scheduled to begin on January 1. It issued a new RFP (request for proposals) with new and updated criteria in late March of this year to cover all of its out of home assets.
Previously, MediaWorks held contracts for bus exteriors, billboards and digital screens (aka transport hubs). Meanwhile, oOh!media has bus stops and other street furniture.
Prestigious assets
Under the new partnership, MediaWorks has exclusive rights to represent Auckland Transport’s street furniture network, encompassing an existing asset base of almost 2,000 advertising panels across the greater Auckland region, with plans to add more digital assets to the network.
MediaWorks will also continue to represent Auckland Transport’s transit assets of buses, trains and ferries across Auckland’s busy commuter network; Auckland Transport’s transport hubs including the soon to be opened City Rail Link stations; and Auckland Transport’s billboard portfolio – providing advertisers with a unique and powerful combined audience reach across Tāmaki Makaurau.
MediaWorks CEO, Wendy Palmer, says: “We are absolutely thrilled to have been appointed as Auckland Transport’s partner to develop and grow Auckland’s most prestigious and important OOH assets. This win is a game changer and re-shapes the way New Zealand OOH will be planned and bought by advertisers. Our team approached the tender strategically to demonstrate the value and growth we can provide both Auckland Transport and our clients with a new exciting offering that sees street furniture integrated into our existing Auckland Transport portfolio.”
Extensive local knowledge
In developing its approach to address Auckland Transport’s vision, MediaWorks tapped into its extensive local knowledge and the trans-tasman experience of QMS Media Australia – with chief commercial officer Adam Trevena leading the tender process. QMS operates the City of Sydney digital street furniture network.
Barclay Nettlefold, chairman of MediaWorks and QMS, says: “We are proud to be entrusted to operate the coveted Auckland Transport street furniture concession and are excited about the development plans that we have for the network.
“Renewing our existing Auckland Transport portfolios of transit, transport hubs and billboards enables MediaWorks to build on the past 10 years of partnership with Auckland Transport and firmly establishes us as the #1 OOH operator across Aotearoa.
“With the growing trend towards trans-Tasman trading, our shared expertise between QMS and MediaWorks will provide greater opportunities for our media agency partners and their clients to plan and buy across both markets.”
