JCDecaux retains Melbourne Yarra Trams advertising network in major OOH win

JCDecaux has retained exclusive out-of-home advertising rights to Melbourne’s Yarra Trams network for up 14 years, covering tram exteriors and tram shelters across one of the world’s largest operational tram systems.

The renewal also signals plans for further digital expansion across the network as brands increasingly look to integrate transport media into broader data-driven and programmatic out-of-home campaigns.

David Watkins, co-CEO of JCDecaux ANZ, said the agreement reinforces the company’s long-standing partnership with Yarra Trams and secures ongoing access to one of the country’s most visible advertising environments.

“Retaining the integrated Yarra Trams contract reflects the strength of our partnership,” Watkins said.

“Yarra Trams is central to Melbourne’s identity and provides one of the most powerful Out-of-Home platforms in Australia across the iconic trams and tram shelters. For advertisers it means uninterrupted access to a transport network embedded in the daily movement of the city.”

The network links Melbourne’s CBD with major cultural, retail, education and sporting precincts, including Melbourne Park and Albert Park - venues that host international events such as the Australian Open and the Formula 1 Australian Grand Prix.

Max Eburne, co-CEO of JCDecaux ANZ, said these global events continue to drive demand from brands seeking high-impact city-wide exposure.

“With global events such as the Formula 1 and the Australian Open placing Melbourne firmly on the international stage each year, the city provides brands with a uniquely powerful environment and access to world-class audiences at scale,” Eburne said.

“We see a clear uplift in demand from brands seeking to align with these moments.”

Yarra Trams CEO Vincent Destot said JCDecaux demonstrated strong capability during the tender process and would continue to play a key role in the network’s future.

“JCDecaux’s commitment to quality, innovation and sustainability makes them the right partner as we continue to deliver great journeys across Melbourne,” Destot said.

The contract renewal reinforces the growing importance of transport networks within Australia’s expanding out-of-home sector, as media owners increase digital inventory and advertisers look for large-scale, high-frequency city audiences.