IGPDecaux wins Rome’s iconic bus shelter contract in Italy
IGPDecaux wins Rome’s iconic bus shelter
contract in Italy
Paris, December
6th, 2024 - JCDecaux
SE (Euronext Paris: DEC), the number one outdoor
advertising company worldwide, announced that IGPDecaux has been
awarded the bus shelter contract in Rome (2.8 million inhabitants
and 50 million tourists in 2023). IGPDecaux is a company owned 60%
by JCDecaux SE and 40% by the du Chène de Vère family.
Following a competitive tender and awarded by
ATAC, the city’s public transport company, the 11-year contract
covers the upgrade of 9,600 existing infrastructures (including
1,400 bus shelters and 8,200 bus stops) as well as the installation
and maintenance of bus stops and bus shelters from the new “Eterna”
range, providing a total of more than 1,900 advertising panels on
bus shelters, including 747 digital ones.
The installation programme started on December
6th, meeting the objective that some of the new street
furniture will be in place for the inauguration of the 2025
Jubilee. Included in the “Piano Fermate” project, the contract is
part of detailed plans by “Roma Capitale” to enhance the use of
public transport services, modernise the urban environment and
introduce innovative services for Rome’s citizens, city users, as
well as the millions of visitors who come to the capital.
This contract is based on a hybrid model where
Capex will be financed by a public subsidy and through
advertising.
In addition to the refurbishment of the existing
infrastructure, the contract includes the installation of new
street furniture, improving the quality of urban life, for public
transport passengers and visitors. This comprises:
- 435 “Eterna” bus shelters equipped
with 501 digital touch screens for user information, and an
innovative system to aid visually impaired users,
- 405 electronic “Eterna” bus stops
with a digital panel that includes an audio system to aid visually
impaired users,
- 14 “Eterna” bus terminals with an
office and toilets for the exclusive use of ATAC staff.
The introduction of a new application for
navigation and accessibility for the visually impaired will make
Rome the first Italian city to have this service available free of
charge to the city.
The new street furniture benefits from a unified
design across all products, while also being easily recognisable by
passengers and fitting seamlessly into the urban landscape. The new
“Eterna” line of street furniture was designed, developed and
produced by JCDecaux specifically for Rome, and was chosen to give
the public transport provided by ATAC a future-facing and
streamlined image, thanks to an exclusive, light and
well-integrated design that enhances the city environment.
With its new touchscreens exclusively dedicated
to ATAC, IGPDecaux will facilitate the digitisation of local public
transport information, transforming passengers' waiting time into
active time, thanks to a wide range of public interest information
including cultural sites, community events and initiatives of the
most importance to the city, all available in Italian and
English.
The new contract will offer advertisers and
their brands high-quality, well-designed street furniture in
Italy’s Capital City, including digital displays that will benefit
local residents and tourists alike.
In line with JCDecaux’s Climate strategy that is
targeting Net Zero Carbon by 2050, the Rome bus shelter contract
aims to reduce carbon emissions through the use of renewable energy
in the production phase (indirect emissions) and the power used by
these newly installed virtuous products (illumination and
digital).
Eugenio Patanè, Councilor for Mobility
of Roma Capitale, said: “Thanks to ATAC's
“Piano Fermate Smart” project, which includes the
installation of the new super-technological 'Eterna' bus shelters,
we are providing Roman citizens with improved accessibility to
public transport and more efficient information. The project - for
which I wish to thank ATAC, the Sustainable Mobility and
Transportation Department of “Roma Capitale”, and IGPDecaux for
their excellent work - is also important because the traditional
bus shelters that will be replaced by new technological ones, will
then be repurposed on stops that are currently lacking them,
whenever possible.”
Alberto Zorzan, Managing Director of
ATAC, said: “ATAC's partnership with IGPDecaux is a
powerful example of synergy between the public and private sectors
that benefits all. The new bus shelters, which we have begun to
install in Rome, make the transport infrastructure more attractive,
provide the necessary comfort and help make the visual look of the
urban furniture as consistent as possible. For this reason, the
go-ahead for the installations was obtained after thorough - but
necessary - discussions and coordination with the institutions that
regulate and coordinate services and issue authorisations with
respect for the artistic and cultural heritage. This requires
specific conditions and suitability tests before the placement of
the new bus shelters and bus stops. Given the unique context of
Rome, everything has to be carefully considered. That is why the
overall value of the intervention is not just in the aesthetic, but
also the attention dedicated to their installation. In addition to
comfort and visual amenity, another key target of the project is
the dissemination in the city of true infomobility centres to be
used by customers: they can better plan their journey, but also
optimise mobility for the large range of urban initiatives, thanks
to the possibility of relating places and events, in a dynamic and
easily accessible way through the touch screen stations. We are
confident that this content will increase the attractiveness of the
Public Transport network, fitting into the innovative and
sustainable pathway of what we have done in recent years, for
example Tap&Go. Enjoy your trip!”
Jean-Charles Decaux, Chairman of the
Executive Board and Co-CEO of JCDecaux, said: “We are
very proud to have been awarded this iconic bus shelter contract in
the ”Eternal City” and to have started the installation of a new
generation of street furniture, as we approach the 2025 Jubilee. We
would like to thank ATAC, Italy's leading urban mobility operator
and one of the largest Local Public Transport companies in Europe,
for its confidence in IGPDecaux’s ability to successfully deliver
the bus shelter contract in Rome, one of Europe's largest and most
populous cities. Our Group will bring its technical, aesthetic,
service-oriented and environmental expertise to play its part in
the creation of exemplary cityscapes that are designed to benefit
city residents and visitors as well as providing a powerful
communication platform for our advertising clients. The
implementation of this contract is fully aligned with the “Piano
Fermate” project that is set to transform the public space in Rome
while enhancing its historical and architectural beauty.
With this new contract, JCDecaux will be able to offer a
consistent, high-quality street furniture network in Italy with
Bologna, Florence, Genoa, Milan, Naples, Rome and Turin.”
Key Figures for JCDecaux
- 2023 revenue:
€3,570.0m(a) – H1 2024 revenue:
€1,807.6m(a)
- N°1 Out-of-Home Media company
worldwide
- A daily audience of 850 million
people in more than 80 countries
- 1,056,833 advertising panels
worldwide
- Present in 3,918 cities with
more than 10,000 inhabitants
- 11,650 employees
- JCDecaux is listed on the
Eurolist of Euronext Paris and is part of the Euronext 100 and
Euronext Family Business indexes
- JCDecaux’s Group carbon
reduction trajectory has been approved by the SBTi and the company
has joined the Euronext Paris CAC® SBT 1.5° index
- JCDecaux is recognised for its
extra-financial performance in the FTSE4Good (3.8/5), CDP (A),
MSCI (AAA), Sustainalytics (13.7), and has achieved Gold Medal
status from EcoVadis
- 1st
Out-of-Home Media company to join the RE100
- Leader in self-service bike
rental scheme: pioneer in eco-friendly mobility
- N°1 worldwide in street
furniture (630,196 advertising panels)
- N°1 worldwide in transport
advertising with 153 airports and 258 contracts in
metros, buses, trains and tramways (319,081 advertising
panels)
- N°1 in Europe for billboards
(85,743 advertising panels worldwide)
- N°1 in outdoor advertising in
Europe (708,620 advertising panels)
- N°1 in outdoor advertising in
Asia-Pacific (165,292 advertising panels)
- N°1 in outdoor advertising in
Latin America (91,682 advertising panels)
- N°1 in outdoor advertising in
Africa (25,337 advertising panels)
- N°1 in outdoor advertising in
the Middle East (21,300 advertising panels)
(a) Adjusted
revenue
For more information about JCDecaux, please
visit jcdecaux.com.
Join us on Twitter, LinkedIn, Facebook, Instagram
and YouTube.
Communications
Department: Albert Asséraf
+33 (0) 1 30 79 79 10 – albert.asseraf@jcdecaux.com
Investor
Relations: Rémi Grisard
+33 (0) 1 30 79 79 93 – remi.grisard@jcdecaux.com
- 06-12-2024 # Abribus de Rome_UK
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