JCDecaux wins bid for Sydney Trains advertising contract

JCDecaux has announced their successful winning bid for one of Australia's most significant Out-of-Home advertising contracts – Sydney Trains.

Sydney Trains will work with their new advertising partner across the concourses and platforms of train stations for a ten-year term. It is also the most significant individual roadside Large Format contract in NSW, which offers Digital Large Format opportunities for advertisers.

The new contract includes an upgrade of the 1,500 displays across the Sydney Trains Out-of-Home network across NSW. It will cover all the movements of a passenger's journey, from when they enter the concourse and onto the platform. It will more than double the current digital roadside footprint.

Award-winning architect Tzannes will work on aesthetic and sustainable solutions, including high-definition audio visual XTrackTV screens at ten commuter hubs and a new digital roadside design in Large Format portrait and landscape.

All resources will be upgraded with a consistent creative ratio and innovative technology, making seamless messaging across the environments. For example, in some of the concourses, there will be high impact 4.5m x 2.5m digital video screens suspended from the wall. In addition, the existing portrait digital assets will be replaced with about 300 new 75-inch screens, which will provide high resolution and quality viewing of campaigns.

"The sheer scale, quality and impact of our new portfolio across Sydney Trains' stations and surrounding roads presents a wealth of new advertising opportunities for brands to connect with people travelling around Sydney and NSW. The reach of this network extends not only across Sydney's CBD, with over 40% of all new sites falling within the City of Sydney, but through to North Sydney, Chatswood, Parramatta and into regional NSW. This is a significant win for JCDecaux and testament to our long relationship with Sydney Trains, as well as our experience in this market. Rail environments are exceptional digital development opportunities with high dwell time audiences, ideal for driving programmatic sales, in which JCDecaux Australia is the market leader." Said Jean-Francois Decaux, Chairman of the Executive Board and Co-Chief Executive Officer of JCDecaux.

Hopefully, the commencement of the contract on 1 December 2021 will coincide with the end of the current NSW lockdowns. However, the new work will start as early as 1 January 2022. Pre COVID data shows Sydney Trains recorded 420 million journeys per year.