JCDecaux has been awarded the tender for the exclusive advertising rights to Melbourne’s Southern Cross Station, Victoria’s busiest public transport hub.
JCDecaux has been providing advertising solutions at Southern Cross Station since 2007, but the new contract will see the company put in charge of full digitisation for all station assets.
The new contract commences 1 July 2024.
The digitisation will include the installation of two new full-motion digital Large Format screens, taking the total to five. This includes the introduction of one of the largest digital screens in a train station, measuring 9m x 5m.
All existing Small Format screens will be upgraded to digital displays.
Bronwyn Clementson, executive general manager – commercial, JCDecaux, said the company’s presence in Melbourne “has never been stronger,” with advertising solutions including the newly launched JCDecaux ICON, the West Gate Freeway, and the Young & Jackson.
“Through our market-leading solutions, including our high-impact Station Domination opportunity, advertising at Southern Cross Station allows brands to create memorable marketing experiences that drive conversations and influence behaviour,” Clementson added.
Southern Cross Station is a primary metropolitan, regional, and airport gateway, connecting 1.2 million people each week. It will form part of JCDecaux’s Melbourne network spanning Large Format, Small Format, Rail, and Transit.
Advertising in Southern Cross Station provides brands with the opportunity to engage with a wide range of audiences journeying to and from Melbourne’s landmarks, business districts, shopping centres, sports venues such as Marvel Stadium, and entertainment precincts, the business said.
Last month, JCDecaux re-signed its airport advertising contract with Sydney Airport, being reappointed as the exclusive media partner of the site.
The company will introduce new assets in partnership with award-winning architects Tzannes, particularly within the T1 international terminal. There are also plans to enhance existing assets and introduce new digital large format sites as part of the new Domestic Gateway and the St Peter’s Interchange.
As part of the new partnership, Sydney Airport and JCDecaux will collaborate on new data capabilities, working to give brands the chance to gain deeper audience insights so they can target and convert high-value consumers.