QMS NZ expands Tāmaki Makaurau Street Furniture footprint, more than doubling its digital assets to over 410 screens across 110+ suburbs, marking one of the largest ever investments into New Zealand Street Furniture and Digital Out of Home infrastructure. Supported by a new go-to-market campaign by Thomason Does Advertising, the network extension reinforces QMS' position as Aotearoa's Total OOH Audience Solution and ownership of Auckland.
Leading Out of Home (OOH) media company QMS NZ today officially launched its expanded Tāmaki Makaurau Street Furniture network, delivering unprecedented scale and market dominance across Auckland.
Moving beyond central suburbs, the extensive new Digital Street Furniture rollout more than doubles QMS’ existing Street portfolio, with 410+ next-generation 75-inch DynaScan screens, reaching into more than 110 unique suburbs, being installed over the coming months.
With more than three-quarters of Aucklander’s living outside the CBD and inner suburbs, QMS' upgraded and extended digital footprint across Greater Tāmaki Makaurau from Warkworth to Pukekohe, solves a core reach problem for advertisers, giving brands a direct line to extend beyond the CBD, and reach suburban consumers as they move through their day-to-day routines.
QMS NZ Managing Director, Ben Gibb, said: "Tāmaki Makaurau is vast and rapidly changing, and owning it means reaching Aucklander’s where they actually live, work, play and spend every single day. Expanding our Digital Street Furniture footprint ensures brands burst the central bubble, and build proper, frequent, connections with Aucklanders across the entire region.
"This expansion underpins our ownership of Auckland and the total OOH audience solution we provide in Auckland as well as nationally.
"By combining our expanded Street Furniture portfolio with the newly opened CRL transit environments, plus our high impact billboard and bus networks, QMS offers an unmatched 4,500 plus asset footprint delivering 1.7 billion* monthly impressions across Greater Auckland."
To bring the network's reach to life for media agencies and advertisers, QMS partnered with agency Thomason Does Advertising and Paul Taylor to launch a dedicated B2B market campaign, titled "Do a Proper Auckland Campaign".
The campaign will introduce audiences to "Queenie"- a Tāmaki Makaurau bus driver - as the face of the campaign. Bus drivers navigate every corner of the region, seeing bus shelters, billboards, and other Out of Home assets all day, every day. As such, Queenie represents the ultimate authority on true Tāmaki Makaurau coverage extending far beyond the central city grid, making her an expert in knowing what good OOH advertising is.
"It’s pretty simple really: a campaign that only talks to Central Auckland isn’t a proper Auckland campaign. If you want to reach Queenie (and hundreds of thousands of other Aucklanders), go with QMS. Hot tip: Queenie likes funny ads. And she really, really loves puppies."
The Digital Street Furniture expansion marks the latest major milestone in QMS’ ongoing partnership with Auckland Transport as it builds on its ‘Auckland Plan 2050’ strategy. The 30-year blueprint guides Auckland’s future growth, public transit, and smart urban infrastructure.
*Total Combined KnOOH impressions for all assets excluding bus,plus OTS for Bus using Datalab, 4 week 1+ reach based on AP15+ National (all formats excl Bus)