As current holder of the largest outdoor advertising contract in Ireland, the out of home division of the country's national transport provider, Coras Iompair Éireann (CIÉ), continues to progress through a tendering procedure.
CIÉ's 'Commuter Advertising Network' (CAN) was reported to have a value of up to €40million, and was previously managed by Bravo Outdoor. While outdoor leaders CBS Outdoor, JCDecaux, Clear Channel and Bravo Outdoor have all been involved in the tendering process for the CAN contract, JCDecaux have shot ahead by acquiring their opponent Bravo Outdoor.
The acquisition will take immediate effect, propelling the partnership into prime position for securing a deal with CIÉ. The contract up for grabs spans both static (billboards, rail bridges, shopping centres) and mobile (internal and external sites on buses and trains) advertising, covering Dublin Buses, Bus Eireann, Iarnrod Eireann's 'Dublin Area Rapid Transit' trains, Transvision digital station screens and sites across CIÉ stations.
![Dublin Buses - O2]( "Out of Home International")
The leading companies are required to participate in a pre-tendering process, which will be followed by summons to tender from CIÉ during May, concluding in July with the announcement of the successful competitor. The contract length remains unconfirmed, however, reports suggest that it will repeat the previous duration of three years, with the option to increase to five years but not exceeding seven.
The financial investment required of the contract holder is rumoured to be as high as €1million, with sources implying that the amount invested will directly influence the length of contract secured by the winning party - tender documents state that "the successful tenderer will be required to make a capital investment in the advertising plant to update the advertising portfolio which may include conversion to digital and more modern formats", which would mean that the victor will no doubt look to obtain the longest possible contract in order to maximise their ROI.
![Luas - Harry Potter]( "Out of Home International")
JCDecaux Ireland is currently responsible for the dublinbikes rental scheme along with managing advertising on the Luas rail system, with additional sites for local authorities and Northern Ireland's NITHC/Translink contract. Having now extended their portfolio, JCDecaux Ireland's MD, Joanne Grant, commented that: "We see these new products as complementing and enhancing the JCDecaux portfolio. Ultimately this extended product offering will benefit our clients. Out-of-home media is all about being able to communicate with a mobile target audience as they go about their day. We can now offer clients the ability to reach their consumers across the full range of out-of-home environments, from large format roadside to transport formats to retail and digital."
CIÉ's 'Commuter Advertising Network' (CAN) was reported to have a value of up to €40million, and was previously managed by Bravo Outdoor. While outdoor leaders CBS Outdoor, JCDecaux, Clear Channel and Bravo Outdoor have all been involved in the tendering process for the CAN contract, JCDecaux have shot ahead by acquiring their opponent Bravo Outdoor.
The acquisition will take immediate effect, propelling the partnership into prime position for securing a deal with CIÉ. The contract up for grabs spans both static (billboards, rail bridges, shopping centres) and mobile (internal and external sites on buses and trains) advertising, covering Dublin Buses, Bus Eireann, Iarnrod Eireann's 'Dublin Area Rapid Transit' trains, Transvision digital station screens and sites across CIÉ stations.
The leading companies are required to participate in a pre-tendering process, which will be followed by summons to tender from CIÉ during May, concluding in July with the announcement of the successful competitor. The contract length remains unconfirmed, however, reports suggest that it will repeat the previous duration of three years, with the option to increase to five years but not exceeding seven.
The financial investment required of the contract holder is rumoured to be as high as €1million, with sources implying that the amount invested will directly influence the length of contract secured by the winning party - tender documents state that "the successful tenderer will be required to make a capital investment in the advertising plant to update the advertising portfolio which may include conversion to digital and more modern formats", which would mean that the victor will no doubt look to obtain the longest possible contract in order to maximise their ROI.
JCDecaux Ireland is currently responsible for the dublinbikes rental scheme along with managing advertising on the Luas rail system, with additional sites for local authorities and Northern Ireland's NITHC/Translink contract. Having now extended their portfolio, JCDecaux Ireland's MD, Joanne Grant, commented that: "We see these new products as complementing and enhancing the JCDecaux portfolio. Ultimately this extended product offering will benefit our clients. Out-of-home media is all about being able to communicate with a mobile target audience as they go about their day. We can now offer clients the ability to reach their consumers across the full range of out-of-home environments, from large format roadside to transport formats to retail and digital."