JCDecaux reveals ICON in Melbourne’s St Kilda Junction

By AdNews | 9 May 2024

JCDecaux has unveiled wrap-around site ICON in the heart of Melbourne’s St Kilda Junction, one of the largest digital format screens in the Southern Hemisphere.

"This striking site is set to capture attention, offering advertisers a unique opportunity to reach a half a million people each fortnight," said JCDecaux Australia and New Zealand CEO Steve O’Connor.

"Its sheer scale, combined with its strategic positioning at one of Melbourne’s busiest five-way intersections, renders it the most compelling location in Australia.”

JCDecaux national product director – large format, Sam Noble, said there's nothing like JCDecaux ICON in Australia, combining the master brand dominance of classic assets with more than 700sqm of digital signage for flexible and dynamic messaging.

"It truly is iconic, akin to globally recognised sites like London’s Piccadilly Circus.”

JCDecaux ICON features four digital screens seamlessly integrated into one of Melbourne's new premier luxury apartment buildings.

Two additional classic large format sites complement the digital ensemble, creating a visual landmark at a prime intersection.

Offered as one complete precinct, sold fortnightly, brands can create immersive and dynamic experiences with continuous coverage and share of voice to resonate with audiences.

Already attracting attention from market-leading brands including launch partner BMW, JCDecaux ICON promises to drive brand recognition with unmatched impact.

BMW Australia general manager, marketing, Alex McLean, said out-of-home is a powerful channel to engage with a relevant audience.

"This collaboration serves as a valuable platform to boost attention and educate audiences about the breadth of electric vehicles that BMW has available in Australia today, including the selected BMW models that offer incredible value, below the Luxury Car Tax threshold," said McLean.

Research from VIOOH indicates high-quality digital out-of-home delivers brand safety and establishes trust and credibility with audiences.

With its prime location and round-the-clock presence, JCDecaux ICON offers advertisers exposure to diverse audiences, from city commuters to residents.

JCDecaux ICON joins a lineup of flagship JCDecaux sites, including Young & Jackson and White Street Gantry in Melbourne, The Continental in Auckland and Aspire in Sydney CBD.

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