JCDecaux SA Wins Iconic Sydney Trains Advertising Contract Including Extensive Digital Billboard Portfolio
September 21, 2021 at 11:40 am EDT
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JCDecaux SA announced the successful outcome of one of the largest Out-of-Home advertising contracts in Australia, as Sydney Trains appoints the company as its main advertising partner across the concourses and platforms of train stations for a term of up to 10 years. The win also represents the largest individual roadside Large Format contract in New South Wales (NSW) and delivers unparalleled Digital Large Format opportunities for advertisers. The new contract will see JCDecaux invest in the upgrade of the 1,500 strong displays across the Sydney Trains Out-of-Home network NSW wide, covering all steps of the passenger journey, from rail concourse to platform, and more than doubling its current digital roadside footprint in NSW. Many of the developments are architecturally designed with architect Tzannes to develop the highest-quality aesthetic, sustainable solutions. This includes new high-definition audio visual XTrackTV screens at ten of Sydney’s busy commuter hubs such as Circular Quay station, as well as new digital roadside Large Format portrait and landscape designs. Stations will see the upgrade and development of all assets with a consistent creative ratio, using cutting edge technology, making the messaging across environments seamless. Some of the rail concourse areas will have never-before seen high impact 4.5m x 2.5m digital video screens suspended from the wall. Existing portrait digital assets will be replaced with close to 300 new 75-inch screens, providing high resolution, quality viewing of campaigns. The contract commences on 1 December 2021, a few weeks after the NSW Government has signalled an end to lockdowns from mid-October. New developments will start as early as 1 January 2022.
JCDECAUX SE is No. 1 in the world for outdoor communication. Net sales break down by type of surface as follows:
- urban furniture (51.5%; No. 1 worldwide): sales of advertising space in malls and on urban furniture bus shelters, automated public toilets, newspaper kiosks, signboards, etc.; 630,196 advertising surfaces marketed at the end of 2023), sale, leasing, and maintenance of urban furnishings. The group is also No. 1 worldwide for self-service bicycle rentals;
- transportation vehicles and terminals (34.5%; No. 1 worldwide): sales of advertising space in 153 airports, on and in buses, subways, trains, tramways, train stations, and transit terminals. At the end of 2023, the group sold 319,081 advertising surfaces;
- traditional and lighted billboards (14%; No. 1 in Europe): 85,743 advertising surfaces marketed.
Net sales are distributed geographically as follows: France (17.8%), the United Kingdom (10%), Europe (29.6%), Asia/Pacific (21.5%), North America (8%) and other (13.1%).