JCDecaux has secured out-of-home advertising contracts with Burwood Council and Ku-ring-gai Council, expanding its digital Small Format footprint across Sydney.
The new council partnerships give advertisers access to audiences across two distinct local government areas: Burwood’s growing after-dark precinct and Ku-ring-gai’s North Shore town centres.
The contracts cover commuter, retail, dining and weekend activity, connecting brands with people as they move through local centres.
David Watkins, Co-Chief Executive Officer, JCDecaux ANZ, said Sydney’s local precincts are changing as more areas extend activity beyond traditional business hours.
“Sydney is no longer a 9-to-5 city. As more LGA precincts extend into the evening, the nighttime economy becomes a genuine growth driver for advertisers,” Watkins said.
“Small Format allows advertisers to connect with audiences as they move through their everyday lives, whether they’re on the way to work, shopping or heading out at night.
“For brands, that means being noticed and remembered in real moments, rather than competing for attention in a crowded online feed.
“And programmatic buying provides the flexibility to run different messages at different times of day and to dial activity up when these areas are at their busiest.”
Burwood partnership renewed for 10 years
Following a competitive tender, JCDecaux has renewed its advertising partnership with Burwood Council for a 10-year term.
The renewal includes a digitised upgrade to the Small Format network and the introduction of a new digital Large Format site in the Burwood CBD.
JCDecaux said the upgrades will support a consistent streetscape experience aligned with Burwood Council’s vision for the precinct.
The renewal comes as Burwood progresses its After Dark Strategy. The Central Sydney suburb has been designated a Special Entertainment Precinct under the NSW Government’s 24-Hour Economy strategy.
The upgraded network is designed to improve visibility and amenity across key streets and activity areas, while giving advertisers more opportunities to reach audiences beyond 5pm.
JCDecaux Burwood
Cr John Faker, Mayor of Burwood, said the partnership would support the council’s broader precinct ambitions.
“Our After Dark Strategy is about bringing our precinct to life beyond 5pm,” Faker said.
“Upgraded digital Small Format signage will allow advertisers to engage audiences enjoying Burwood’s growing and exciting night-time economy.
“This partnership with JCDecaux also helps Council promote everything our local area has to offer while creating safer, more vibrant public spaces.”
Ku-ring-gai town centres added to network
JCDecaux has also been awarded the Small Format advertising contract with Ku-ring-gai Council.
The deal extends the company’s network across key North Shore town centres, including Lindfield, Gordon and Turramurra.
The partnership will connect advertisers with local audiences through commuter flows, retail activity, dining and weekend movement.
Ku-ring-gai’s community is expected to grow significantly over the next 15 years, strengthening the LGA’s $8.5 billion economy.
The council is also developing a Nighttime Economy Action Plan to support more vibrant town centres.
Cr Christine Kay, Mayor of Ku-ring-gai, said the town centres play a central role in community life.
“Our town centres are where community life happens; people commuting, shopping locally, meeting friends and attending events,” Kay said.
“Brands can reach highly engaged local audiences in real, everyday moments across our key centres.”