Rome Metro gets digital signage boost in 13-Year DOOH contract

IGPDecaux wins a 13-year contract to manage advertising and upgrade stations across Rome's Metro system.

Rome Metro
Rome Metro

JCDecaux, the world's largest outdoor advertising company, yesterday announced that its subsidiary IGPDecaux had won a 13-year contract to manage advertising and upgrade stations across Rome's Metro system.

This project is part of a broader effort by the city to improve public transportation infrastructure ahead of the 2025 Jubilee celebrations.

The contract covers several key areas:

Station refurbishments: IGPDecaux will oversee the renovation of stations on Line A, including cleaning, repairs, and potentially installing new wall coverings and flooring. This is expected to enhance both functionality and aesthetics for passengers.

Signage overhaul: The entire signage system across Line A will be modernized with a uniform design for easier navigation. The project also includes upgrades to improve accessibility for visually impaired passengers.

Digital advertising rollout: A significant aspect of the project involves installing digital advertising displays throughout the Metro system. This includes over 60 digital screens across platforms, 166 digital information screens within stations, and LED video walls at key locations.

Technology integration: The project aims to transform Rome's Metro into a "digital hub" with infrastructure upgrades. This may involve improvements to passenger information systems and potentially other technological advancements.

The refurbishment timeline includes completing work on four stations (Spagna, Ottaviano, Cipro) by 2024 and San Giovanni by 2026. Technical and economic feasibility studies will be conducted for the remaining stations on Line A, with ATAC, the Rome public transport authority, potentially carrying out those renovations directly.

This project is expected to deliver several benefits:

Improved passenger experience: Upgraded stations with a focus on functionality and aesthetics should enhance the overall experience for Metro riders.

Accessibility improvements: The project includes features designed to improve accessibility for visually impaired passengers.

Modernized infrastructure: The integration of digital signage and potential technological upgrades aims to modernize the Metro system.

Enhanced advertising opportunities: The rollout of digital displays provides advertisers with new and potentially high-impact advertising space within the Metro network.

According to the announcement, JCDecaux aims to reduce carbon emissions associated with the project. This includes using renewable energy sources during the production of new equipment and potentially utilizing energy-efficient lighting and digital displays.

This project is part of a larger initiative by the City of Rome to improve public transportation infrastructure ahead of the 2025 Jubilee year. The influx of pilgrims and tourists during this period is expected to put additional strain on the city's transportation network. Upgrading the Metro system could help manage passenger flow and potentially improve the overall experience for both residents and visitors.

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