JCDecaux introduces Melbourne ULTRATRAM wrap offering
JCDecaux is helping brands advertise themselves on E-class trams in Melbourne via its ULTRATRAM offering.
The announcement:
JCDecaux is launching a new and exclusive advertising opportunity on Melbourne’s E-class trams, offering brands the city’s largest moving Out-of-Home canvas and vehicle wrap in Australia.
As part of its new operator contract for Yarra Trams, Yarra Journey Makers* is making advertising available on E-Class trams for the first time. Additionally, up to 30 percent of trams in the Yarra Trams network are now available, expanding the opportunities within JCDecaux’s TRANSIT portfolio and offering brands more reach, visibility and audience engagement.
Ben White, general manager – transit, JCDecaux, said: “The JCDecaux ULTRATRAM gives brands a unique way to reach thousands of people daily across Melbourne’s busiest areas. Its 100 percent exclusivity allows advertisers to own the largest moving canvas in the city, ensuring unmatched visibility and impact in high-traffic areas. The tram’s continuous loop around the city delivers sustained exposure to commuters, shoppers and eventgoers.”
At 33.5m x 3.65m, the JCDecaux ULTRATRAM is the largest and longest vehicle on Melbourne’s roads.
Operating from both Southbank and Preston depots, it provides extensive coverage across Melbourne’s key commercial and residential areas including Collins Street’s retail precinct, Bourke Street Mall and Southbank route 96 running from St Kilda beach to East Brunswick.
The JCDecaux ULTRATRAM is the designated class of tram to service Melbourne’s major events including the Boxing Day test match, Australian Open, Grand Prix, and AFL season launch, while also operating on regular routes through the city’s retail and business districts.
“The ULTRATRAM wrap provides unmatched exposure for brands looking to make a bold statement in the lead-up to Christmas and throughout the year,” White added.
This new addition gives advertisers powerful multi-format opportunities across the Yarra Trams network including Smartframes outside Southern Cross Station, where free trams run express to the Grand Prix.
The Melbourne tram network is key part of the city’s identity and daily life. With its rich history dating back to 1884, the trams connect communities, businesses, and cultural landmarks across the city.
The JCDecaux ULTRATRAM wrap will be available from December 2nd.
* Yarra Journey Makers (YJM) is the new operator of Yarra Trams. It is a joint venture between Transdev and John Holland. In June 2024 YJM was named as the successful bidder to operate and maintain Melbourne’s 250-kilometre tram network for an initial term of nine years, beginning in December.
Source: Seven Communications
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