JCDecaux awarded East Coast Main Line outdoor ad contract

The outdoor media owner JCDecaux has been awarded a lucrative outdoor advertising contract by East Coast Main Line, in a deal worth millions of pounds.

East Coast Main Line, which previously contracted CBS Outdoor to handle its outdoor advertising, has awarded the contract to JCDecaux following a competitive tender. The deal includes the sales for ambient, experiential and outdoor advertising at twelve key East Coast rail stations. These include Newcastle, York, Doncaster, Darlington and Peterborough amongst others.

In addition to more traditional print and poster forms, JCDecaux will also be able to expand its digital advertising footprint with this campaign. The firm plans to install six sheet and Transvision formats in some stations, as well as introducing new products and redeveloping the advertising space.

Commenting on the firm's new partner, East Coast's property and projects director Tim Hedley-Jones said:

"We were impressed by JCDecaux's vision for our stations and in particular their expertise in introducing digital technology to outdoor advertising sites outside London."

This project is expected to help JCDecaux reach its target of 500 digital screens across shopping centres and rail networks by the end of 2011, a pledge made by the ambitious firm in December last year.