Gawk Outdoor partners with Wildstone for Total Outdoor Media portfolio

Gawk Outdoor has inked a long-term deal with Wildstone to sublease most of the former Total Outdoor Media (TOM) portfolio in Regional Victoria. The agreement sees Gawk take over 39 static and seven digital billboard faces, expanding its regional footprint.

“This deal puts the cherry on top of our Regional Victorian coverage. TOM had developed some high-quality inventory, and we couldn't be more excited to take most of the sites under the Gawk banner. Congratulations to Ged Hart and the TOM team for what they have built and Wildstone for acquiring the assets. By our calculations, this takes us to almost 80% market share for roadside OOH in Regional Victoria—an immense effort in less than eight years,” says Luke Course, Director of Gawk Outdoor.

“Our Australian launch is built on strong assets and partnerships,” said Noel Cook, Managing Director, Wildstone Australia. “Gawk, with the largest portion of the portfolio, brings sharp regional insight and commercial momentum. We’re confident this approach will generate long-term value for advertisers and landlords alike.”

As part of the transition, Heidi Lawrie, former Sales Director at TOM, will join Gawk as Agency Sales Director, working alongside Tim Stevenson.
“I am excited to be joining Gawk and to be able to offer agencies access to the best inventory and widest coverage in Regional Victoria. I loved my time building TOM and look forward to being part of the continual growth of Gawk,” says Lawrie.

“Getting Heidi onboard is a great coup for our business. With her and Timmy, we have the best 1-2 punch-in agencies across Regional OOH. Internally, they could yet be referred to as Hayden and Langer, but we better let those nicknames develop organically,” adds Course

With an expanding inventory of over 300 static faces and 49 digital faces across three states, Gawk now holds almost 80% market share in Regional Victoria’s large-format OOH sector.
The company says adding TOM’s sites enhances its regional reach, providing advertisers with more opportunities to connect with regional audiences.