JCDecaux and Samsung sign exclusive deal for highly sought after site
For the first time, out of home (OOH) company JCDecaux has signed a deal to provide exclusive site access in a prime location to a major corporate for 12 months.
Commencing this month, the partnership will see Samsung, and its media agency CHEP Network, ‘own’ a 24/7 presence in the heart of Sydney with exclusive usage of the Broadway & George large format site.
Sydney’s Broadway & George large format site
The partnership comes as the OOH sector increases its prominence in market, growing to become a primary medium in campaign deliveries. In 2022, the industry hit AU$1 billion in revenue, exceeding pre-pandemic levels.
Joanna Baxter, head of marketing communications at Samsung Australia, said the brand likes to “embrace strategic partnerships”, and this collaboration with JCDecaux means Samsung will “enjoy unrivalled visibility, leaving a lasting impression on drivers and pedestrians alike”.
“This partnership is a testament to our commitment to connecting with our audience in meaningful and powerful ways,” said Baxter. “We look forward to making impactful presence that resonates across the city.”
Max Eburne, chief commercial officer at JCDecaux Australia, said: “Commanding attention, this giant classic billboard is a favourite for brands wanting to reach a broad audience of potential customers and offers a powerful opportunity for Samsung to dominate Sydney, creating a lasting impression,” Eburne added.
CHEP Network’s head of media, Catherine Shen, concluded: “Out of home has always played an important role in Samsung’s media mix. We are so proud to be able to take our out of home campaigns one step further by building longevity, distinction, and impact through our exclusive takeover of Broadway and George.”
The site has previously been held by Apple and Netflix among other big brands.
Samsung’s exclusive use of Broadway & George complements its existing JCDecaux campaign, which includes its Melbourne West Gate Freeway format site, which sits alongside the recently installed bespoke Indigenous artwork by First Nations artist Lisa Waup.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Are you forgetting the two on the way to bondi junction at Taylor square have been utilised by Apple since 2013. No other advertiser has advertised on them. There used to be an oOh media one just off the Anzac bridge going towards Victoria road that apple had exclusive access too. One above McDonald’s stanmore is 90% apple advertisements too.
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