ROME, Italy – JCDecaux SE, a leading global outdoor advertising company, has announced that IGPDecaux, in which JCDecaux holds a 60% stake, has secured a 13-year contract for advertising on Rome’s Metro, buses, and tramways. This contract, awarded by ATAC, Rome’s public transport company, will see IGPDecaux managing and upgrading advertising assets across the city’s transportation network.
The contract includes significant upgrades to Rome Metro Line A, with extensive renovations of stations and the introduction of advertising on Line C for the first time. IGPDecaux will also continue its advertising operations on Rome’s buses and tramways, serving nearly 2.6 million daily passengers, amounting to 940 million annually.
This initiative is part of a broader plan by the Municipality of Rome to enhance the urban environment and introduce new services in preparation for the Jubilee year in 2025, which is expected to draw millions of visitors. The contract is financed through a combination of public subsidies and advertising revenue.
IGPDecaux will oversee the design and refurbishment of four major stations on Line A (Spagna, Ottaviano, Cipro by 2024, and San Giovanni by 2026). For the remaining 23 stations, IGPDecaux will conduct feasibility studies, while ATAC will handle the renovations. The company will ensure a cohesive artistic direction across all 27 stations, balancing unique architectural elements with a unified design.
The project includes the cleaning, restoration, and installation of new wall coverings and flooring upgrades using durable, non-slip materials. Signage systems will be modernized to improve passenger information and accessibility, including special pathways for visually impaired users.
Advanced Advertising Solutions
The renovation will transform Rome’s metro into a digital advertising hub. The upgrades include over 60 cross-track digital screens, more than 166 iVision digital screens, and various LED wall systems. Additionally, over 300 analog advertising spaces in different formats will be available. These enhancements aim to create engaging environments for both passengers and advertisers.
Environmental Considerations
In line with JCDecaux’s Climate strategy targeting Net Zero Carbon by 2050, the project focuses on reducing carbon emissions through the use of renewable energy and efficient digital installations.
Alberto Zorzan, General Director of ATAC, stated: “The renovation of Metro Line A stations is strategically important for the modernization of Rome’s transport infrastructure. We believe IGPDecaux’s expertise will ensure the successful completion of these upgrades, enhancing the passenger experience in time for the Jubilee year.”
Jean-Charles Decaux, Chairman of the Executive Board and Co-CEO of JCDecaux, added: “We are proud to have been awarded this contract. This project aligns with our mission to improve urban public spaces and enhance the quality of life through innovative and sustainable solutions. We look forward to providing a robust advertising platform in Rome.”
About JCDecaux SE JCDecaux SE is the number one outdoor advertising company worldwide, operating in over 80 countries. The company specializes in digital and traditional advertising formats, offering innovative solutions to enhance urban environments and public spaces. For more info visit: https://www.jcdecaux.com/
