AVUSA extends outdoor footprint with acquistion of BOO!
Prominent media and entertainment group Avusa Limited has demonstrated its growing appetite for the Out of Home sector, with the acquisition of independent media specialists BOO! Alternative Media Communications.
BOO!’s managing director Dave McKenzie will now head up Avusa Out of Home, and has been tasked with growing the group’s interests in this sector by pursuing new alliances with suitable strategic partners. The purchase of BOO! is Avusa’s second foray into the OOH market, following on its purchase last year (March 2008) of the specialist airport advertising business, Airport Media.
BOO! Alternative Media Communications has been active in the Out of Home sector since its establishment in 2004, and has earned a reputation for innovation and creative development of opportunities for advertisers, particularly in the shopping mall environment. BOO! has been a dominant force in this sector, holding the rights to over 40 malls throughout the country, ranging from township malls to high LSM centres in key urban locations. The company’s additional focus areas include alternative out-of-home media solutions such as building wraps, and innovative brand activation activities, run by its own team of promoters and supervisors.
"The acquisition of BOO! Media is in line with our Out of Home growth strategy. This acquisition enhances our ability to provide holistic advertising solutions to our customers," says Prakash Desai, Avusa Group CEO.
McKenzie says the acquisition by Avusa is a vote of confidence in BOO!’s management strength and a recognition of its pioneering strategies and numerous successful campaigns in the Out-of-Home category. "Our track record for innovation and attention to detail on implementation was a key factor in Avusa’s decision to acquire BOO!," he says, "and we are confident that our expertise can help Avusa to unlock Out of Home opportunities across the group. For our landlords and property partners, it means opportunities to leverage off Avusa’s extensive network of media assets, providing them with a bigger platform from which to operate. We are confident that this new phase in BOO!’s life under the impressive Avusa banner will enable us to accelerate our growth in this very exciting sector of the market."
The Avusa acquisition of BOO! Alternative Media Communications was effective from 1 October 2009.
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