JCDecaux has been re-appointed as the exclusive advertising partner for Melbourne’s Yarra Trams network following a competitive tender process.
The new agreement for a term of up to 14 years, retains the integrated concession across both the tram fleet and tram shelters, ensuring advertisers can plan integrated, city-wide campaigns across the full network.
Under the renewed contract, JCDecaux will deliver a significant expansion of digital assets across Melbourne, including new CBD locations and rollout into key suburban corridors. The agreement also introduces new digital large format sites in inner Melbourne, strengthening the premium digital footprint of the portfolio.
Currently ranked the most liveable city in Australia and fourth globally in the Global Liveability Index 2025, Melbourne continues to demonstrate strong population growth, economic contribution and cultural vibrancy.
Melbourne’s tram network connects the CBD with major cultural, retail, education and sporting precincts, including Melbourne Park and Albert Park, home to the Australian Open and the Formula 1 Australian Grand Prix.
“Retaining the integrated Yarra Trams contract reflects the strength of our partnership. Yarra Trams is central to Melbourne’s identity and provides one of the most powerful Out-of-Home platforms in Australia across the iconic trams and tram shelters. For advertisers it means uninterrupted access to a transport network embedded in the daily movement of the city,” said David Watkins, co-CEO, JCDecaux ANZ.
“With global events such as the Formula 1 and the Australian Open placing Melbourne firmly on the international stage each year, the city provides brands with a uniquely powerful environment and access to world-class audiences at scale. We see a clear uplift in demand from brands seeking to align with these moments. The Yarra Trams network provides a platform for high-impact, contextual storytelling across the city and at the centre of that activity,” added Max Eburne, co-CEO JCDecaux ANZ.
Yarra Trams’ CEO Vincent Destot said JCDecaux had demonstrated strong capability and a deep understanding of the Yarra Trams network.
“JCDecaux’s commitment to quality, innovation and sustainability makes them the right partner as we continue to deliver great journeys across Melbourne.”
