JCDecaux Unveils Mass Digitisation Plans After Snaring Sydney Trains Advertising Contract

JCDecaux Unveils Mass Digitisation Plans After Snaring Sydney Trains Advertising Contract
B&T Magazine
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JCDecaux has 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 ten years.

The company, still smarting from relinquishing the City of Sydney contract to rival QMS, said the deal represented the largest individual roadside large format contract in NSW and delivers unparalleled digital large format opportunities for advertisers and is a huge win for JCDecaux.

The new contract will see JCDecaux invest in the reinvigoration of the 1,500 strong displays across the Sydney Trains out-of-home network, 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 JCDecaux engaging award-winning architect Tzannes to develop the highest-quality aesthetic and sustainable solutions.

This includes new high-definition audiovisual 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.

JCDecaux’s reach will extend across key entry and exit points from one end of the city to the other, including station domination opportunities at Bondi, Martin Place, Town Hall, Central and Parramatta.

Exciting new developments will include the addition of high-profile Large Format locations including Barangaroo, the Anzac Bridge, Hills M2 Motorway, Artarmon, Chatswood and Rhodes.

Stations will see the upgrade and development of all assets with a consistent creative ratio, using cutting edge technology, aiming to make the messaging across environments seamless and consistent.

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. In Wynyard these will be positioned above the York Street escalators, capturing the thousands of pedestrians walking through to Barangaroo each day.

Existing portrait digital assets will be replaced with close to 300 new 75-inch screens, providing high resolution, quality viewing of campaigns.

Steve O’Connor, CEO of JCDecaux, said: “The sheer scale, quality and impact of our new portfolio across Sydney Trains’ stations and surrounding roads, presents a wealth of new advertising opportunities for brands to connect with people travelling around Sydney.

“The reach of this network extends not only across Sydney’s CBD, with over 40 per cent of all new sites falling within the City of Sydney, but through to North Sydney, Chatswood, Parramatta and into regional NSW.

“This is a triumphant win for JCDecaux and testament to our long relationship with Sydney Trains, as well as our experience in this market.

“Post lockdowns, as people jump at the opportunity to finally make the most of their newfound freedom, we expect to see rapid audience return to the road and rail environments, making it the place to be for advertisers to connect in the real world.

“In 2019, pre-COVID, Sydney Trains recorded 420 million journeys per year. We are set to see people get out of their homes and travelling outdoors again, whether that’s back into the office, being a tourist in their own city or visiting friends and family.

“Rail environments are becoming more and more valuable across the world, as they offer exceptional digital development opportunities with high dwell time audiences. We can’t wait to see people moving around our state again soon.”

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.

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