JCDecaux Nurture, the programme designed to help start-ups scale up by giving them a voice in the real world, building brand awareness and brand trust through Out-of-Home advertising, has launched in Australia. This launch marks the first time the programme has been established outside Europe.
According to KPMG’s Venture Pulse report, the Australian start-up scene is thriving. In the first six months of 2020, despite the pandemic, start-up investment reached US$944.7 million, up from US$627.3 million for the same period in 2019*.
In this environment of great opportunity, Nurture ensures start-up brands can use Out-of-Home media with confidence, optimising their OOH media spend and ensuring it works hard to reach and influence the greatest possible number of potential consumers.
Through the Nurture programme, start-ups access mentoring, insight, marketing support and investment matching, creating accountable, efficient, proven effective Out-of-Home campaigns.
The Nurture programme was first launched in the UK in 2016, and is also available in France, Germany, the Netherlands and Italy.
Nurture is based on a pay-it-forward ethos, supporting start-ups without taking equity, unlike other advertising and media programmes in the Australian start-up ecosystem. By launching the programme, our goal is to help start-up businesses become famous in the real world, at the heart of communities in Australia. We are really looking forward to supporting these businesses throughout their growth journey.Max Eburne Chief Commercial Officer, JCDecaux Australia
Nurture’s expansion into a sixth market, the first outside Europe, is a further demonstration of JCDecaux’s globally shared commitment to the start-up world. In the UK Nurture broke new ground by ensuring Out-of-Home media’s benefits became truly accessible to start-ups, alongside full support to help them maximise those benefits. It’s great to see these opportunities being made available to Australian start-ups too.Mark Bucknell Chief Commercial Officer, JCDecaux UK