Benefit of experience. Partner of choice.The UK rail network is a rapidly growing passenger environment with a correspondingly rapid growth in importance to advertisers. JCDecaux is the number one provider of rail advertising in the UK. We are a truly national rail media specialist. We work in partnership with a wide variety of rail stakeholders across the country, therefore our sales representation is also UK-wide. This ensures extensive, detailed local market knowledge, which maximises return to our partners by opening up the rail channel and its exceptional audience to all brands.
Inventory investment. Digital market leaders.We are the biggest rail advertising estate investors, with £14million invested into our digital estate over the last six years. Investment in advertising product lines benefits the whole of rail: our partners, our advertisers and those who see our sites every day. We design, install and maintain the newest, most engaging and entertaining digital opportunities alongside our classic high impact product lines that enhance stations’ visual amenity. Continuous development provides consistent improvements within stations’ advertising infrastructure, keeping the estate fresh and visually exciting.
Our investment has delivered the most comprehensive digital portfolio in UK rail, with three very different product lines providing a range of solutions for advertisers. The industry-leading Motion@Portfolio is currently installed in eight London stations and in Birmingham New Street marking its national expansion for the first time. Our flagship large format digital Transvision product has a cohesive nationwide presence, with 27 Transvisions at 18 stations ranging from Brighton to Edinburgh Waverley. Transvision covers London’s mainline stations as well as regional stations such as Liverpool Lime Street, Manchester Piccadilly and Newcastle Central. And our rail digital 6-sheets deliver full network coverage, with sites strategically installed at some of the highest passenger traffic points in stations.
marketing and Data Investment. Monetising audiences.
We invest substantially in marketing, which includes an ongoing commitment to invest in the best available data to understand the detail of the rail travelling audience. Our data partners include Route (audience demographics), YouGov (audience lifestyle) and Telefónica (audience behaviour). We work hard to ensure that our knowledge of who makes up the audience, and what motivates them, is shared extensively with the media community. We devise and sell the most effective campaigns, underpinned by data-driven decisions, leveraging our knowledge for commercial benefit.
Our proprietary ‘MyCommute’ research panel of 2000 rail users enables us to ask questions ‘in the moment’, via mobile device, when our panellists are in the rail environment. This generates real-time responses from an affluent, influential audience group that’s historically very hard to access, producing valuable insight and understanding.
local community commitment. Nurturing relationships.The relationships we build with our partners encompass every aspect of their priorities as well are our own. It’s very important to us to build strong relationships at station level and support local community, business and charity engagement initiatives, which we know are crucial for a successful railway.
This includes the donation of in-station advertising space to support these initiatives, such as the high-profile Refill Channel partnership between non-profit campaigners against plastic pollution City to Sea.
Raising awareness in the run-up to National Refill Day, the ‘Refill Channel’ campaign ran in London on JCDecaux’s Rail and One New Change digital 6-sheet channels, and on city centre digital 6-sheets in Bristol. The Channel made the most of digital Out-of-Home’s flexibility and its location at the heart of places people congregate to share thought-provoking content designed to persuade people out and about to opt for refills as opposed to buying single use plastic bottles.
Research conducted through JCDecaux’s MyConnections panel proved that more than a third of respondents planned to find out more about Refill and City to Sea, while 28% intended to download the app.
Investment in Action. Newcastle.
Paul Milnes, Station Development Manager, Virgin Trains East Coast
Safety first. No compromises.As the leading advertising partner for the UK rail network, our in-house team, including qualified Chartered Engineers, is ideally placed to support all our partners in the introduction of digital and architecturally planned-in media products at rail stations. We are responsible for these projects every step of the way. This holistic responsibility includes ensuring all planning and heritage approval criteria are met. And we make sure that commercial needs are perfectly balanced with the vision for station development.
Responsibility for Health and Safety is at the heart of our business, and we ensure that all risks are kept 'As Low As Reasonably Practicable' (ALARP).
RoSPA Gold and Presidents Award
Safe Contractor Scheme approved
ECA registered member
Health and Safety Executive accredited
Environment Agency accredited