JCDecaux is launching an advertising opportunity on Melbourne's E-class trams, named the Ultratram wrap. The Ultratram wrap is touted as the largest moving Out-of-Home canvas and vehicle wrap in Australia, measuring 33.5m x 3.65m.

This advertising opportunity is part of JCDecaux's new operator contract for Yarra Trams, Yarra Journey Makers, which is making advertising available on E-class trams for the first time.

Up to 30 percent of trams in the Yarra Trams network are now available for advertising, expanding the opportunities within JCDecaux’s Transit portfolio. The Ultratram operates from both Southbank and Preston depots, providing coverage across Melbourne's key commercial and residential areas. The Ultratram is the designated class of tram to service Melbourne’s major events including the Boxing Day test match, Australian Open, Grand Prix, and AFL season launch.

Ben White, General Manager – Transit, JCDecaux, said, “The JCDecaux Ultratram gives brands a unique way to reach thousands of people daily across Melbourne's busiest areas. Its 100 percent exclusivity allows advertisers to own the largest moving canvas in the city, ensuring unmatched visibility and impact in high-traffic areas. The tram’s continuous loop around the city delivers sustained exposure to commuters, shoppers and eventgoers.”

The JCDecaux Ultratram wrap will be available from December 2.

“The Ultratram wrap provides unmatched exposure for brands looking to make a bold statement in the lead-up to Christmas and throughout the year," White added.

Yarra Journey Makers (YJM) is the new operator of Yarra Trams, a joint venture between Transdev and John Holland. In June 2024, YJM was named as the successful bidder to operate and maintain Melbourne’s 250-kilometre tram network for an initial term of nine years, beginning in December.

JCDecaux has more than 1 million advertising panels in more than 80 countries and more than 11,000 employees.