JCDecaux has been re-appointed as the exclusive advertising partner of Melbourne's Yarra Trams network, the world's largest operational tram network.
The agreement, lasting up to 14 years, will continue an integrated concession model across both the tram fleet and shelters, allowing JCDecaux to run city-wide campaigns across the full network.
The contract also enables JCDecaux to expand its digital assets across Melbourne, including a CBD location, key suburban corridors and new large format digital sites across inner Melbourne.
“Yarra Trams is central to Melbourne’s identity and provides one of the most powerful Out-of-Home platforms in Australia across the iconic trams and tram shelters,” said David Watkins, co-CEO, JCDecaux ANZ.
“For advertisers it means uninterrupted access to a transport network embedded in the daily movement of the city.”
Melbourne's tram network connects the CBD with major cultural, retail, education and sporting precincts, including Melbourne Park and Albert Park, home to the Australian Open and the Formula 1 Australian Grand Prix.
“With global events such as the Formula 1 and the Australian Open placing Melbourne firmly on the international stage each year, the city provides brands with a uniquely powerful environment and access to world-class audiences at scale,” said Max Eburne, co-CEO JCDecaux ANZ.
Vincent Destot, CEO of Yarra Trams, said JCDecaux had demonstrated the right capabilities for the deal.
"JCDecaux's commitment to quality, innovation and sustainability makes them the right partner as we continue to deliver great journeys across Melbourne," said Destot.
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