JCDecaux has retained the exclusive advertising rights for Melbourne's Southern Cross Station following a competitive tender process.

The outdoor media company has delivered out of home advertising to the station since 2007. As Victoria's primary metropolitan, regional, and airport gateway, Southern Cross Station connects around 1.2 million people each week.

The new contract will see JCDecaux complete full digitisation for all station assets, including the installation of two new full-motion digital Large Format screens, bringing the total to five. One of the new screens will be one of the largest digital screens in a train station, measuring 9m x 5m. In addition, all existing Small Format screens will be upgraded to digital displays.

The transformation aims to enhance the visual experience for commuters and advertisers, reinforcing Southern Cross Station's status as a premier advertising hub. The new contract commences July 1, 2024.

"JCDecaux’s Melbourne presence has never been stronger, with best-in-class advertising solutions including our newly launched JCDecaux ICON, the West Gate Freeway, and the esteemed Young & Jackson. We are pleased to be continuing our long-standing partnership with Southern Cross Station and contribution to Melbourne's thriving advertising landscape. Through our market-leading solutions, including our high-impact Station Domination opportunity, advertising at Southern Cross Station allows brands to create memorable marketing experiences that drive conversations and influence behaviour," said JCDecaux's Executive General Manager - Commercial, Bronwyn Clementson.

JCDecaux's national rail portfolio includes Sydney Trains, Adelaide Railway Station, Perth Transport Authority and Queensland Rail.