JCDecaux and Scentre Group ink new retail OOH deal

Josh McDonnell
By Josh McDonnell | 8 July 2019

JCDecaux and Scentre Group have entered into a new 10-year partnership deal that will see the two companies work together to develop a series of new digital billboards across Australia and NZ.

The French out of home (OOH) giant will develop and manage a portfolio of external roadside advertising touchpoints at Scentre Group’s Westfield living centres.

Under the agreement, JCDecaux will secure planning approvals, and manage the development and maintenance of the signage.

The new partnership is will see the two companies work together to introduce "world-class signage and technology", creating new opportunities for marketers to reach audiences and communities.

“Our relationship with Scentre Group is a very strong one, founded on mutual respect, and we are delighted to be working together on these significant new opportunities in Australia and New Zealand," JCDecaux Australia and New Zealand CEO Steve O'Connor says.

“The environment around Scentre Group’s portfolio represents a powerful marketing opportunity, giving advertisers an unrivalled platform across the 41 Australia and New Zealand centres, reaching major commuter and living centre audiences as they come to shop, dine and play.

O'Connor added that the new partnership includes several locations that offer "unique reach" into areas not previously covered by outdoor advertising.

According to the two, 65% of Australians and New Zealanders Live within 30 minutes of a Westfield living centre.

The unique location of these roadside advertising assets will offer advertisers a new opportunity to reach audiences at scale, via high- impact formats utilising world-leading digital technology, such as high-resolution, transparent digital screens.

“We are pleased to partner with JCDecaux to build on our strategic mix of marketing and advertising assets across our premium platform of 41 living centres in Australia and New Zealand. JCDecaux is the right partner to bring global expertise in outdoor media, community and stakeholder engagement," Scentre Group general manager, partner experience Bill Burton says.

“This partnership is testament to the value and reach of our Westfield living centre platform, which sees customer visitation of more than 535 million each year."

Last week, JCDecaux revealed a multimillion-dollar investment at T3 Domestic terminal as Sydney Airport appoints the company as its exclusive advertising partner across all domestic and international terminals for the first time.

The outdoor player will launch more than 60 new digital and static opportunities at T3 that capture the premium Qantas travelling audience.

In addition, JCDecaux now has the exclusive advertising rights for Sydney Airport’s terminals 1, 2 and 3, plus the external arrivals and departures areas and aerobridges.

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