JC Decaux Wins 15-Year Bogotá Outdoor Advertising & Information Contract

French display advertising firm JCDecaux SA (Euronext Paris: DEC) announced last week that following a competitive tender, its Colombian subsidiary 75% owned by JCDecaux and 25% owned by Caracol Television, won a 15-year street furniture (bus stop shelter) contract for the city of Bogota.

JC Decaux provides outdoor advertising, such as on bus stops like this. (Photo courtesy JC Decaux)

This contract covers the design, installation, operation and maintenance of more than 6,000 street furniture displays for bus shelters: digital city information panels with maps, information, local route guidance, and bus information. Installation will take place from 2021 to 2024, though JCDecaux expects to begin upgrading the 3,310 existing bus shelters in July of this year.

Some bus shelters will be equipped with photovoltaic roofs and LED technology to reduce electricity consumption by up to 60%. JCDecaux will operate more than 3,300 street furniture advertising faces in Bogota, bringing their total to more than 5,200 in Colombia, across 8 major cities in the country for its street furniture, in addition to its portfolio of billboards (over 105 displays) and a presence in Bogota International Airport.

“We are very proud to have been chosen by the Capital and largest city in Colombia, Bogota, as its partner for its street furniture program. The city and its inhabitants will benefit from high-quality and durable bus shelters and highly innovative services such as smart digital city information panels. By delivering premium sites with even broader coverage, we are able to meet the needs of brands and their communication strategies as well as the expectation of Bogota,” said Jean-Charles Decaux, Co-CEO of JCDecaux.

“As number one in street furniture in Colombia, our subsidiary has a key strategic position in the country. This contract will strengthen our presence in the biggest cities in Latin America, including São Paulo, Mexico, Rio de Janeiro, Lima, Santiago and now Bogota as well as our position as Latin America’s number one for outdoor advertising.”