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DUBAI / Emirates Business
JCDecaux SA (Euronext Paris: DEC), top outdoor adverti-
sing company worldwide, announced that it has won with its Emirati partner, DXB Media Advertising, a new street furniture contract in Dubai (population 2.7 million) for 10 years, following a competitive tender by RTA (Roads and Transport Authority). This contract will be exercised jointly by an entity that will be ultimately 75% owned by JCDecaux and 25% by DXB Média Advertising.
This exclusive contract covers the installation, operation, upkeep and maintenance of 418 advertising lamp posts strategically positioned along the famous Jumeirah Beach Road, as well as 50 fully-interactive e-Village situated in iconic locations around the city. This intelligent street furniture initiative is part of the 34 new projects of RTA’s Smart City Program to be implemented over the next 5 years and aim to transform Dubai into the smartest city worldwide.
The advertising lamp posts, which will feature 836 panels measuring 3.2m², will be installed by the end of summer 2017 and will give advertisers and their brands a platform for innovative campaigns targeted at a premium audience on one of Dubai’s busiest main streets. The 15 km route runs along the coast and provides access to beaches, residential areas, major hotels and the most popular restaurants and attractions.
For this first very strategic partnership with RTA, JCDecaux leveraged the expertise of its Research and Development teams to develop advertising lamp posts with a new design that fits perfectly into the urban environment.
In addition, each model was submitted to a life-cycle assessment to measure environmental impacts of design, produc- tion, operation and end-of-life, reducing its energy consumption by approximately 39% and meeting Group’s sustainable development standards.