JCDecaux unveils first Aspire screen in Pyrmont

JCDecaux has debuted the Aspire, a new Digital Large Format portrait sign. Unveiled in Sydney’s Pyrmont, the inaugural site comes as a result of  JCDecaux's contract with Sydney Trains. 

Crafted by internationally renowned Australian architects, Tzannes, the design stands as a global first within the JCDecaux portfolio.

The Aspire network has been manufactured using recyclable stainless-steel cladding, while the garden area beneath the site has been replanted with native grasses, as per JCDecaux's ESG principles. The Aspire has also been engineered to optimise energy efficiency by using direct green energy sources, reducing electricity consumption.

With the first Aspire screen located two kilometres from Sydney’s CBD, on Saunders Street in Pyrmont, it presents an opportunity for advertisers wanting to connect with urban professionals. In the area, 74% of audiences are pedestrian and 67% are business professionals.

Max Eburne, chief commercial officer, JCDecaux Australia and New Zealand said: “This unique new format sets a new standard when it comes to architecturally designed advertising infrastructure. With its standard portrait ratio, it will be easier than ever for brands to take their Small Format campaigns to the big screen, bringing them to life across the Digital Large Format Aspire network.”

Nine more Aspire sites have been approved for roll-out across the eastern seaboard in locations including Lindfield and Pymble in Sydney, Coburg and Richmond in Melbourne, and Milton in Brisbane. Further expansion of the network is planned, with a goal to initially establish 30 locations across the eastern seaboard.

The launch of Aspire follows JCDecaux’s introduction of global airport programmatic digital Out-of-Home (prDOOH) trading, allowing brands and agencies to launch campaigns across JCDecaux’s Airport network globally.

The global prDOOH network is initially available at the top 15 worldwide airports, including Sydney Airport.

See Also: JCDecaux takes off with global airport programmatic trading