QMS has run what it describes as the first fully integrated Trans-Tasman out-of-home campaign, booked as a single buy across its Australian and New Zealand networks for plant-based milk brand Vitasoy. The campaign, called "That's a Little Win," was executed with media agency Halfdome and runs through October across metropolitan corridors in both countries.

For operators and network owners, the deal matters less for its creative than for the trading model behind it. QMS says the campaign was planned, bought and delivered through a single, streamlined transaction spanning both markets, rather than being negotiated separately in Australia and New Zealand. QMS Chief Sales Officer Tim Murphy says the industry has long talked about bridging the gap between the two countries but that fragmented trading processes and operational logistics usually got in the way. The company is positioning its unified ANZ footprint as a way to remove that friction for agencies and brands that want cross-border reach without running two separate campaigns.

Network footprint

In Australia, the campaign uses QMS's Digital Large Format network, the City of Sydney Digital Street Furniture network, the Gold Coast Street Furniture network, and The Convenience Network. In New Zealand, Vitasoy extended the same creative across QMS NZ's Auckland Transport Street Furniture network, large format billboards, and full-bus wraps. QMS NZ Managing Director Ben Gibb says combining street furniture and transit in Auckland with a national billboard footprint gives Vitasoy broad coverage across daily journeys and day parts.

Vitasoy Head of Marketing Sophie Veltman says the partnership delivered efficiency without losing localised impact, and called the cross-border visibility achieved a win for the brand.

What the announcement does not say is more notable for anyone trying to assess the claim of a genuinely unified buy. There is no detail on how creative scheduling or dayparting was coordinated technically between the two markets, what currency or trading terms were used for the single transaction, or whether this model is now a standing product QMS will offer other advertisers, as opposed to a one-off arrangement built for this campaign. There are also no audience, reach or cost figures given, so the efficiency gains QMS and Vitasoy both reference cannot be independently assessed.

For media owners elsewhere, the relevant signal is QMS's push to sell ANZ as a single market to agencies, following a trend of consolidated trading already common in programmatic DOOH elsewhere. Whether that becomes a repeatable commercial product, or stays a bespoke case study, is not something this announcement resolves.

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The announcement in full

Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.

Leading digital outdoor media company QMS, has delivered the first fully integrated Trans-Tasman Out of Home (OOH) campaign for plant-based milk brand Vitasoy, executed in partnership with media agency Halfdome to leverage the unified cross-market scale of its ANZ network.

QMS Chief Sales Officer, Tim Murphy , told us “We are thrilled to partner with Vitasoy and Halfdome to bring this pioneering Trans-Tasman campaign to life. With the growing trend towards cross border solutions, our unified expertise across ANZ provides agencies and their clients greater opportunities to seamlessly plan and buy across both markets. For years, the industry has talked about bridging the gap between Australia and New Zealand, but executing those campaigns often meant navigating fragmented trading processes, and operational logistics. By offering a consolidated Trans-Tasman footprint, QMS makes it easier than ever for brands to deliver high-impact campaigns across both markets in a single transaction, unlocking unprecedented commercial efficiency and consistent creative delivery that drives real business outcomes.”

Promoting Vitasoy’s latest campaign, “That’s a Little Win”, the multi-format campaign runs through to October across key metropolitan corridors in both countries. The campaign marks a major milestone, demonstrating how brands can seamlessly plan, trade, and deliver cohesive, high-impact DOOH campaigns across ANZ via a single, streamlined buy.

Vitasoy Head of Marketing, Sophie Veltman , said “With ‘That’s a Little Win,’ our goal was to connect with consumers during their everyday routines across Australia and New Zealand with a message that feels immediate, personal, and uplifting. Partnering with Halfdome and QMS allowed us to unlock a streamlined, cross-market strategy that delivered incredible efficiency without compromising on localised audience impact. The ease of execution and the cross-border visibility we’ve achieved has made this a big win for the brand.”

In Australia, the campaign spans QMS’ high-impact Digital Large Format network, the prestigious City of Sydney Digital Street Furniture network, Gold Coast Street Furniture network, and The Convenience Network. In New Zealand, Vitasoy has extended an identical creative platform across QMS NZ’s market-leading Auckland Transport Street Furniture network, premium Large Format billboards, and dynamic full-bus wraps.

QMS NZ Managing Director, Ben Gibb , said the campaign demonstrates how easily brands can extend their narrative into Aotearoa’s primary economic hubs.

“The Vitasoy campaign highlights the true reach and scale of our Total Out of Home solution in Aotearoa and across Australia. By combining street furniture and transit in Auckland with a national digital billboard footprint, we are providing Vitasoy with the ultimate breadth of coverage, allowing them to connect with consumers seamlessly across their entire daily journey and throughout all relevant day parts.”

Building on QMS’ market-leading footprint, this execution unites the most prestigious street furniture networks in Australia and New Zealand, including the City of Sydney and Auckland Transport. The result is an uninterrupted audience ecosystem that allows brands to seamlessly scale their campaigns across premium large format, transit, and street furniture assets.

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