JCDecaux has finally confirmed that it has won the major Yarra Trams outdoor contract in Victoria, and plans to install more than 300 digital screens across the network in 2018.
Following the roll out across tram shelters in the city next year, Melbourne will become the third largest digital street furniture advertising network in the world after London and New-York.
JC Decaux says the contract will be “game changing” for the business. The seven-year contract includes the entire portfolio of outdoor advertising assets including tram-shelters, trams and billboards operated by Yarra Trams in Melbourne, and is one of the largest outdoor advertising concessions in Australia.
The assets have previously been split between HT&E (formerly APN News & Media) operating tram-shelters and APN Outdoor which held the trams.
There are 450 trams operating across 25 routes and serve more than 1,700 stops and 1400 advertising panels on tram-shelters and 450 Trams, plus six light rail billboards. More than 200 million passenger trips are taken each year across the tram network.
Jean-François Decaux, chairman of the executive board and co-CEO of JCDecaux, who was in Australia last week, says: “Winning this landmark outdoor advertising contract in Melbourne which is Australia's fastest growing city with more than 4.5 million residents and the largest tram network in the world is a game changer for our Australian company.
“The newly-combined tram shelters and tram body advertising contract provides both the most visible types of outdoor advertising in Melbourne as well as a single point of access for street furniture advertising in Sydney and Melbourne”.
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