Adshel nabs Yarra Trams from JCDecaux

By By Reid Jermyn | 1 September 2011
Adshel chief executive Steve McCarthy and Yarra Trams chief executive Michel Masson.

Adshel has won the advertising rights to Melbourne’s Yarra Trams shelter network, wresting the lucrative contract from JCDecaux. 

The deal gives Adshel access to 1,463 advertising panels on 907 tram shelters and ends a 12-year shared arrangement with JCDecaux. The exclusive deal expires in 2017.

Adshel and Yarra Trams have both declined to comment on how much the deal cost, but Adshel chief executive Steve McCarthy has said it will provide the company exclusivity over the world’s largest tram network.

"This contract is incredibly important to us as it means that Adshel is now the only provider of advertising on roadside street furniture in Melbourne CBD, which further strengthens our company’s leading position, superior reach and most extensive national coverage in the Australian outdoor media space," McCarthy said.

The deal also includes the rights to some of Melbourne’s most iconic areas, such as the Melbourne Cricket Ground and the fashion strip in Collins St, St. Kilda Rd, Bourke St Mall and Southbank.

An Adshel spokeswoman said: "It's especially good news for brands, such as top end fashion houses and telcos, who want be close to their point of purchase."

Yarra Trams chief executive Michel Masson said: "We are delighted to be entering into this exclusive contract with Adshel and look forward to working in partnership to further improve the travelling experience for Melbourne tram passengers."

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