Action Stations

JCDecaux, the UK’s leading Outdoor advertising company has unveiled its vision for the future of rail advertising, at an ‘Action Stations’ launch held in London. In the biggest change to rail advertising, JCDecaux is transforming the media space with a ‘less is more’ strategy, in line with the extensive station upgrades that are turning stations into world-class transport and retail hubs.
With rail partners refurbishing over 2000 stations, the upgrade of all major termini and the reopening of Cannon Street in the heart of London’s financial district, rail audiences nationwide are set to soar, with 36% more people predicted to travel by rail by 2030.
Jeremy Male, CEO of JCDecaux UK said, “The rail audience is at its highest ever, making rail an even more important environment for brands. JCDecaux is working with station architects to plan in the media space deploying the ‘less is more strategy’ that has already been a huge success across our airport portfolio. JCDecaux’s advertising infrastructure will offer engaging new experiences for brands, benefiting passengers and clients as stations are transformed into retail and travel hubs.”
Major termini in JCDecaux’s portfolio are undergoing extensive renovations including: Cannon Street, King’s Cross, Waterloo, London Bridge and Edinburgh Waverley stations.
National Digital Investment
JCDecaux is 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.
King’s Cross
In March 2012, JCDecaux will launch the media space in King’s Cross’ new Western Concourse with two Transvision screens and digital 6-sheets. With its glass canopy and retail space, the station will be more akin to an airport terminal than a traditional rail terminus. This is the largest single investment in the station since King’s Cross was built with a new platform, larger concourse and better retail facilities, equipping it as a major transport hub. The new King’s Cross will have 60 million passengers a year once the development is complete.
Waterloo
Over 20,000 sq ft of new retail space will be unveiled in 2012 as part of a major transformation of the station. In 2012 JCDecaux will launch two Transvision screens that will work in tandem, and a prestigious Gateway site complementing the new digital 6-sheets. Following the success of e-motion at Euston, in 2013 JCDecaux will introduce Waterloo e-motion - the single largest digital screen in the UK measuring a massive 120 m².
5 Immersion Zones at key stations
JCDecaux has pioneered the concept of immersion zones - high flow passenger thoroughfares comprising giant wall wraps, floor media and digital screens where advertisers can ‘own’ part of the passenger journey. Immersion Zones will be available at Stratford Regional (linking to Westfield and the Olympic Park), Euston Victoria, St Pancras and Waterloo.
Cannon Street
In Q1 2012, JCDecaux will unveil the advertising at Cannon Street Station, recently re-opened following a £20 million redevelopment programme. This state-of-the-art media space will include large and small format digital screens alongside imposing backlight sites and wall wraps.