The seven year exclusive contract sees JCDecaux handed the combined advertising contract for the Melbourne street furniture network as well as the commercialisation of transit assets across Melbourne’s trams - the first time both components have been awarded to one media owner.
The Yarra Trams contract includes 1,400 advertising panels on tram shelters and 450+ trams (10% of which can be fully wrapped) as well as a network of billboards.
Melbourne’s tram network is an intrinsic part of the city’s cultural fabric and it is the only city in Australia with an extensive tram network in operation. Connecting places, people and communities, trams have operated continuously in Victoria since 1884. Consisting of 30 routes, 1,700+ tram stops and an annual total of 182.7 million passenger trips, the network is the largest in the world.
JCDecaux has already begun unveiling its new advertising package plans to the market.
“We are changing the way street furniture and tram portrait sides are packaged in Melbourne to deliver greater share of voice and ensure advertisers’ campaigns cut-through. This means an emphasis on selling effective network weights, not individual sites.
Our strategy has always been different, we offer advertisers category exclusivity and ensure advertisers benefit from scalable impact. That makes a big difference to campaign visibility and at the end of the day that’s what matters,” JCDecaux Australia Chief Commercial Officer, Max Eburne, said.
Akin to the out-of-home market leader’s digital strategy across iconic global locations such as New York’s Fifth Avenue and London’s Oxford Street, JCDecaux’s future focus will be to create digital corridors in the luxury retail zones of Melbourne, such as Collins, Elizabeth and Bourke streets. The future roll-out will see Melbourne become the third most digitised out-of-home advertising market in the world.
Integrating premium quality, high definition screens, the network will be connected and geared for data responsive advertising. Combined with a highly-sophisticated, data-led approach to audience and location intelligence, the digital vision for Yarra Trams signals the beginning of a new era for the out-of-home industry in Australia.