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Adshel wins seven year Metro Trains Melbourne contract

Adshel has won part of the Metro Trains Melbourne outdoor contract, adding 15 rail lines and 218 stations to its existing commuter offering covering the Sydney rail network.

The contract – which will run for seven years – will see Adshel launch 150 digital screens across Melbourne’s CBD and inner city railway stations. Stations include Flinders Street, Melbourne Central, Parliament, South Yarra and Richmond.

The seven year contract will include the launch of 150 digital screens

In Sydney, Adshel has 51 stations including Martin Place, Circular Quay, Wynyard, Town Hall and Central. The contract is currently shared between APN Outdoor and S&J Media.

The new Melbourne inventory will aim to reduce clutter and generate high levels of cut through for advertisers.

But two months ago, APN Outdoor announced it was the preferred partner for Metro Trains Melbourne.

However APN Outdoor’s rights are for track and roadside assets for Metro Trains Melbourne, which it has held for more than 10 years. When the contract was last up for grabs, JCDecaux won the rights to small format advertising signage. Adshel’s contract with Metro Trains Melbourne is separate to APN’s cross track advertising contract.

Adshel CEO Mike Tyquin said the win – combined with the Sydney Trains contract – will give advertisers access to Australia’s “largest combined captive commuter audience”.

The win extends Adshel’s commuter offering, Tyquin says

“Adshel’s scale, unrivalled position and unparalleled understanding of audiences will transform the MTM customer experience and enable advertisers to make intelligent, audience insight- driven out-of- home ad buys across the network,” Tyquin said.

“The MTM contract win continues our successful, long-term presence in public-private transport partnerships in the Melbourne CBD and metropolitan areas.

He added: “Our forward planning, strong leadership team and transformative, innovation-driven business roadmap positions us strongly for the future.”

The news comes a week after JCDecaux commenced its new extended seven year contract with Yarra Trams.

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