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Village Roadshow Limited
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Edge Loyalty Marketing Solutions

Posted 5 Jul 2017

Edge Loyalty is Village Roadshow’s marketing solutions division and is dedicated to helping businesses find innovative, sales focused promotions to enhance staff and customer engagement. Founded in 2006 and acquired by Village Roadshow in 2012 with offices in Melbourne, Sydney and London, Edge Loyalty has grown to become Australia’s leading provider of loyalty and reward solutions.

Edge Loyalty offers clients a complete solutions package, from creative concepts and graphic design services to web development, digital payments and customer service support. Edge Loyalty’s technology platforms allow the roll-out, control and measurement of complex promotional programs. In addition, the data collected during these activities provides a valuable insight to assess market trends and the effectiveness of marketing strategies and programs.

Edge Loyalty has continued to grow through recent acquisitions including Lifestyle Rewards, PrimeFocus, Minc Marketing and from December 2015, Opia in the UK.

Edge Loyalty delivers its tailor-made solutions through a number of key brands:


Edge Prize - using fixed fee pricing model combined with reward and incentives to design and manage campaigns to engage customers with million dollar promotions.


Opia- UK based sales promotion consultancy with a strong foothold in the consumer electronics market.



Prime Focus – managing consumer and trade promotions to bring promotional activities to life for many of the world’s most recognisable brands as well as collecting, managing and interpreting data to benefit the brand.



Digital Rewards – delivering end-to-end fully customisable eGift Card and digital reward solutions redeemable online for 100’s of leading retailers to drive sales.




Gift Card Planet – designing, building and operating branded prepaid Gift Card programs to help clients increase sales, improve retention, increase customer engagement and more by incentivising customers and rewarding staff with cash cards, allowing them to choose their own rewards.



Lifestyle Rewards – offering targeted loyalty and incentive programs to increase customer and staff engagement and retention by providing access to VIP discounts at restaurants, hotels, attractions & venues throughout Australia through a fully customisable app.



Good Food Gift Card – providing Good Food Gift Cards, redeemable at hundreds of restaurants around Australia to boost sales, motivate staff and reward customers.

GOOD FOOD GIFT CARD – providing gift cards to be redeemed against hundreds of spa and wellness experiences Australia wide, which offers a relaxing and easy experience for both the purchaser and lucky recipients.



Minc Marketing – specialising in creating imaginative promotional products from the idea stage to the finished products, increasing engagement and meeting clients’ marketing needs.



Edge Prize - using fixed fee pricing model combined with reward and incentives to design and manage campaigns to engage customers with million dollar promotions.


Company Information

1 of 16
Company size
5000+ employees
1, 500 Chapel Street, South Yarra VIC 3141, Australia