JCDecaux has unveiled its ‘Action Stations’ vision for the future of rail advertising. This is part of their ‘less is more’ strategy, which will include them being involved in station upgrades. For these upgrades, stations will be turned into “world-class transport and retail hubs” (jcdecaux.co.uk March 2012) whereby media space will be part of the architecture, as seen at larger UK airports in recent years.
The move to refurbish, upgrade and transform major termini in their portfolio includes Cannon Street in the heart of London’s financial district (re-opened recently following a £20 million redevelopment programme), which they hope to aid the increase in nationwide rail audiences (they predict 36% more people to travel by rail by 2030).
JCDecaux is also investing in its digital 6-sheets, expanding the portfolio by 60% in 2012. This new national digital proposition will be extended to stations including Newcastle, York and London Marylebone as well as new locations at Manchester Piccadilly, Glasgow Central, Leeds and key commuter locations including Guildford, Kingston and Tunbridge Wells. The Transvision network is being upgraded to state-of-the-art screens and the network will be extended in 2012.
Making media sites part of the local architecture is definitely the Holy Grail as far as media agencies and advertisers are concerned, which is proved by the success of sites like Heathrow Terminal 5 whereby the digital screens enrich the visitors’ journey around the terminal and in turn enhance the stand out achieved by advertisers who use it. Decaux have a wealth of experience in driving innovation within the outdoor industry and we look forward to seeing the finished products.