Following an assessment of applications from a number of firms for advertisement rights on Merseyrail, JCDecaux UK have been selected.
Many factors determine which company is chosen, from prices, to what will be advertised. Merseyrail felt JCDecaux UK met all the requirements, with a five-year contract starting in 2021 being awarded.
Over this period, JCDecaux will manage 600 advertising spots across the Merseyrail network comprising of posters, billboards, etc.
The firm will also undertake the fitting of digital screens across the stations of Liverpool Lime Street, Liverpool Central, Moorfields and James Street.
Commercial Director at Merseyrail Suzanne Grant said: “JCDecaux UK submitted an extremely high-quality bid that shares our vision for the future development of our advertising portfolio.
“We have every confidence that working together post-COVID-19 we will maximise advertising opportunities across the network, providing a valuable revenue stream to Merseyrail that in turn will benefit our passengers.
“The digitisation of our major stations will transform the ability for brands to deliver timely and compelling content that will keep our passengers informed, as well as being a powerful communications channel for local and national brands.”
Chief Partnerships Officer at JCDecaux UK Helena Kavanagh said: “As a major business and tourist destination, Liverpool is a key city for brand advertisers and so we are very pleased to have been awarded this important contract.
“We look forward to working with Merseyrail to develop this powerful platform for brand messaging that will enhance the passenger journey with relevant and engaging content.
“By digitising the 4 busiest stations, there will be a new opportunity post Covid-19 for brands to reach customers at multiple touchpoints across the city as they commute, shop and socialise via screens in rail, roadside and retail locations.”
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