JCDecaux has won one of the largest Out-of-Home advertising contracts in Australia, with Sydney Trains appointing the Paris-based OOH giant as its main advertising partner on station concourses and platforms for up to 10 years. JCDecaux Australia announced mass digitisation plans shortly after winning the lucrative contract, previously held by oOh!media.
The largest individual roadside Large Format contract in New South Wales will see JCDecaux invest in the upgrade of 1,500 displays across the Sydney Trains Out-of-Home network NSW-wide, covering all steps of the passenger journey from rail concourse to platform - more than doubling its current digital roadside footprint in NSW.
| "Triumphant win":
Steve O'Connor, CEO
“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," said Steve O’Connor, CEO of JCDecaux Australia. "The reach of this network extends not only across Sydney’s CBD, with over 40% 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.”
JCDecaux has engaged award-winning architect Tzannes to develop "the highest-quality aesthetic and sustainable solutions." This includes new high-definition audio visual XTrackTV screens at ten of Sydney’s busy commuter hubs such as Circular Quay, as well as new digital roadside Large Format portrait and landscape designs.
JCDecaux’s reach will extend from one end of the city to the other, including at Bondi, Martin Place, Town Hall, Central and Parramatta. New developments will include the addition of high-profile large format locations including Barangaroo, the Anzac Bridge, Hills M2 Motorway, Artarmon, Chatswood and Rhodes.
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 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.
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.
“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," O’Connor said. "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.”