The roll out of JCDecaux’s Première network is now underway. In phase one, sites in Dublin on busy routes have been converted to premium back-lit sites. Campaigns are now running at Annesley Bridge (96 sheet), Leinster Avenue, Dolphin’s Barn and Ranelagh Road. Tony O’Flanagan, marketing director, JCD Ireland, said upgrading prismatic billboard locations to Première sites was a proper fit for the company’s ‘quality not quantity’ billboard strategy.
The new network will at first include locations in Dublin, Cork, Waterford, Limerick, Belfast and Derry, with other locations to follow. All sites are on main arterial routes at locations with heavy traffic flow. Apart from billboards, JCD manages the Luas advertising contract in Dublin, along with the back illuminated and scrolling Metro formats.
JCD also operates the Coca-Cola Zero dublinbikes, the capital’s branded bike share rental scheme. North of the border, NITHC appointed JCD to manage advertising across its rail network. More recently, the French-company developed a digital out of home (DOOH) retail network, which includes the Stephen’s Green Shopping Centre in Dublin.