Jcdecaux Strikes top deals
Global outdoor advertising company Jcdecaux has been awarded the world’s largest bus shelter advertising concession by Transport for London (TFL) in a deal worth €700m across a period of eight years.
Following on from the recent launch of the 120m² digital screen at London Waterloo, the iconic digital roadside location at Old Street Roundabout EC1 and the digital towers at Heathrow Airport T5, Jcdecaux will continue to change the Outdoor landscape in London. The digitisation of the London bus shelters will provide a complete digital footprint in London covering all the touchpoints in the consumer journey.
Jcdecaux will take over the current contract which is held by Clear Channel UK from 1 January 2016.
Leon Daniels, Managing Director of Surface Transport at TFL, said: “Our bus network carries 6.5 million people every day, and with almost 5,000 bus shelters in some fantastic locations across the Capital, this is a great opportunity for advertisers to reach our customers.”
Jean-francois Decaux, Chairman of the Executive Board and CO-CEO of Jcdecaux, said: “Jcdecaux is delighted to have been awarded the prestigious TFL advertising contract, the world's largest bus shelter advertising concession. London's economy and population is booming. The city is changing at a rate not seen since Victorian times and it will have a 10 million population by 2030 increasing its value as a market for advertisers”.
This award consolidates London’s bus shelter contracts into a single proposition of 15,000 back lit 2 sq m panels, paving the way for a significant digital transformation. Jcdecaux plans to make London the global showcase for digital Out-of-home with more than 50% of its UK advertising revenues forecast to be coming from digital by 2017.
On another regional level, Jcdecaux announced that its subsidiary Jcdecaux ATA (held 60% by Jcdecaux, 40% by ATA) has won the advertising contract for the new Prince Mohammad bin Abdulaziz International Airport (PMIA) in the city of Madinah in the KSA. This agreement has been reached with Tibah (consortium between TAV Airports, Saudi Oger and Al Rajhi), which operates the new Madinah airport. This exclusive 10-year contract includes all indoor and outdoor advertising solutions.
As part of this contract, Jcdecaux ATA will install iconic structures on the Access Road, networks of pole mounted digital screens, premium static displays, offer passenger jet bridges and implement activation opportunities.
With the signing of this contract, Jcdecaux ATA maintains its exclusivity over the airport territory within Saudi Arabia after having won the rights to the country’s 26 airports in 2010. The current airport in Madinah catered to 5.7 million passengers in 2014 (+22% vs. 2013) and is the fourth busiest airport nationwide, while the new PMIA will have a capacity of eight million passengers.
Madinah is home to the second holiest site in Islam and was searching for state-of-the-art facility upgrades for its ever-growing number of pilgrims, especially during the Ramadan and Hajj periods. This project is indicative of the Kingdom’s ongoing efforts to modernise infrastructure and is the first major airport to be delivered as part of this process.