Australian Venue Co. (AVC) has launched a new retail media network, AVC Experience+, aimed at enhancing customer experiences and promoting products through its venues and digital assets.

The network is designed to drive consumer action at the point of purchase by delivering tailored brand experiences.

AVC Experience+ allows suppliers to connect with hard-to-reach audiences by leveraging a mix of digital and in-venue channels. The network's portfolio includes over 219 venues, potentially reaching up to 15 million consumers annually. Partners can also tap into AVC's annual digital customer interactions, which include 30 million+ website views, 365 million+ organic social impressions, 2.29 million+ eDM recipients, and 102 million+ impressions via The Pass loyalty app and digital ordering platform, me&u.

The network is led by an in-house team, under the oversight of AVC Chief Experience Officer, Marianne Mewett. Mewett emphasises the unique positioning of AVC Experience+, stating, "AVC Experience+ offers something unique: front-row access to an attentive and receptive audience when they are in their cultural and social comfort zone: eager to engage, hyped to explore, and poised to embrace new brand experiences."

AVC Experience+ offers brands the opportunity to target specific regions or types of venues, such as sports bars, Gen Z hotspots, or family-focused venues. The launch of the network was driven by partners wanting to grow their business with the group and connect more meaningfully with customers. Beverage partners are already on board, and AVC Experience+ offers opportunities for brand partners in sectors including Media and Communication, Cinema and Film, Sporting and Recreation, Retail, Clothing and Fashion, Travel and Tourism, Dating, and In-Home Entertainment.

Mewett further elaborates on the potential of AVC Experience+, "Increasingly, there is an expectation for brands to actively engage, connect, and integrate into the cultural landscape of their consumers' lives. The extraordinary point of difference of AVC Experience+ is that it helps brands deliver relevant content to consumers at a unique point of culture, enhancing salience and driving top-of-mind awareness."

AVC Experience+ also invites brands to integrate digital campaigns with on-site customer experiences, such as feature bars, booth takeovers, venue activations, and sampling experiences, supported with high-impact, strategically placed branded visuals. Mewett envisions the potential of such a strategy, "Picture the visually explosive, powerfully effective strategy of commandeering every AVC outdoor umbrella at a venue, across a state, or even nationwide for a seasonal campaign that integrates with digital media to elevate brand fame and maximise return and value."

"AVC Experience+ streamlines multiple processes across many diverse venues and gives new and existing partners access to sophisticated media solutions that will drive positive customer engagement," Mewett concludes.