GPT Group expands digital advertising network with landmark screen at Melbourne Central

This March, The GPT Group (GPT) is set to enhance its digital media footprint with the installation of 11 new digital advertising screens across three key Australian shopping centres. This expansion aligns with GPT’s state of the art digital media strategy to deliver impactful advertising opportunities for retailers, leading brands, and local businesses.

The new screens will be installed at Melbourne Central, Highpoint Shopping Centre, and Rouse Hill Town Centre, increasing GPT’s digital portfolio to 21 screens across 13 managed shopping centres nationwide.

The centrepiece of this expansion is The Panorama, an innovative 40-metre LED wraparound screen at Shot Tower Square in Melbourne Central. As the largest digital void wrap screen in Australia in an enclosed retail environment, The Panorama is set to redefine visual storytelling in retail spaces.

“As digital media becomes increasingly essential for brands, we’re excited to introduce The Panorama—a world-class, high-impact digital asset that will allow advertisers to connect with their audiences in a compelling way,” says Kate Stone, General Manager of Business Development at GPT Group.

Melbourne Central’s Shot Tower Square is a high-traffic hub for both locals and tourists, drawing in over one million visitors per week. Its heritage-listed Coop’s Shot Tower and iconic hourly clock chime make it a prime location for high-engagement advertising.

Adds Stone: “We invite brands and advertisers to leverage The Panorama for their next standout campaign, gaining access to our vast and engaged Melbourne Central community.”

The Panorama leads a series of new digital installations at Melbourne Central, designed to create an immersive digital experience with multiple customer touchpoints throughout the shopping journey. This offers advertisers a unique storytelling platform to engage consumers at key decision-making moments.

GPT remains dedicated to cutting-edge technology and best-in-market digital displays, seamlessly integrating high-quality visuals to elevate retail environments. The expansion reinforces GPT’s position as an industry leader in digital media, tailoring each shopping centre’s digital assets to its unique character and audience.

GPT’s portfolio of shopping centre assets including Melbourne Central, Highpoint and Rouse Hill collectively attract over 70.7 million visitors annually and generate $2.43 billion in sales.

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