JCDecaux has retained its position as the exclusive advertising partner for Yarra Trams following a competitive tender, securing a new agreement for up to 14 years across Melbourne’s tram fleet and tram shelter network.
The renewed concession keeps the integrated advertising arrangement across both moving and fixed transport assets, while also introducing a major expansion of digital inventory across Melbourne.
New contract rules
Under the new contract, JCDecaux will expand digital assets across new CBD locations and key suburban corridors, while also adding new digital large format sites in inner Melbourne.
The company said the move would strengthen the network’s premium digital footprint and preserve advertisers’ ability to run integrated city-wide campaigns across the full tram system.
Melbourne’s tram network remains one of the city’s most visible transport environments, linking the CBD with major retail, education, cultural and sporting precincts.
Contract covers one of Melbourne’s most visible networks
The Yarra Trams network is the world’s largest operational tram system and connects key event zones including Melbourne Park and Albert Park, home to the Australian Open and the Formula 1 Australian Grand Prix.
David Watkins, co-chief executive officer of JCDecaux ANZ, said retaining the contract reflected the strength of the long-term partnership.
“Retaining the integrated Yarra Trams contract reflects the strength of our partnership. Yarra Trams is central to Melbourne’s identity and provides one of the most powerful Out-of-Home platforms in Australia across the iconic trams and tram shelters. For advertisers it means uninterrupted access to a transport network embedded in the daily movement of the city,” Watkins said.
Demand linked to major city events
Max Eburne.
Max Eburne, co-chief executive officer of JCDecaux ANZ, said Melbourne’s major annual events continue to strengthen advertiser demand.
“With global events such as the Formula 1 and the Australian Open placing Melbourne firmly on the international stage each year, the city provides brands with a uniquely powerful environment and access to world-class audiences at scale,” Eburne said.
“We see a clear uplift in demand from brands seeking to align with these moments. The Yarra Trams network provides a platform for high-impact, contextual storytelling across the city and at the centre of that activity.”
Yarra Trams backs renewed partnership
Vincent Destot, chief executive officer of Yarra Trams, said JCDecaux had demonstrated strong capability through the tender process.
“JCDecaux’s commitment to quality, innovation and sustainability makes them the right partner as we continue to deliver great journeys across Melbourne,” Destot said.
Top Image: JCDecaux x Yarra Trams