Yarra Trams returns to JC Decaux as it moves to single contract

JC Decaux has won the Melbourne’s Yarra Trams outdoor advertising contract, Mumbrella understands.

It comes a month after APN Outdoor said it had chosen not to renew its contract with the transport operator, which was previously split with HT&E’s Adshel.

Mumbrella understands JC Decaux has won the the entire new contract, which is arguably one of the biggest in Melbourne.

Last time it went to tender, JC Decaux went head to head with incumbent Adshel, ending a decade-long relationship for the French-owned company. At the time, the Yarra Trams contract was split between Adshel, which handled the tram shelters, and APN Outdoor which covered advertising on trams.

But according to an ASX announcement, at the time of APN’s announcement earlier this month, Yarra Trams decided it was looking to combine its two existing advertising contracts and award a combined contract to one operator.

It adds to JC Decaux’s Australian inventory, including the City of Sydney outdoor advertising rights (which is set to conclude in 2018), City of Melbourne’s outdoor advertising rights (which is set to expire after 10 years), JC Decaux’s out-of-home devices across the City of Brisbane, Adelaide and Perth.

It is unclear whether JC Decaux has also retained its part of the Melbourne Metro Trains business.

The current contract with APN Outdoor and Adshel is set to conclude on November 30.

On the day of APN Outdoor’s announcement, shares fell 31 cents, from $4.67 to $4.36.

JC Decaux was unavailable for comment.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.