Jcde­caux Strikes top deals

ArabAd - - ADTALK -

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.

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