JCDecaux will be in charge of the operation and maintenance of street furniture in Barcelona, ​​after winning the public competition called in April by the Barcelona City Council. Specifically, it has won the exclusive advertising contract for the canopies and street furniture for information in Barcelona, ​​which marks the company’s return to the capital of Catalonia.

Barcelona City Council had called two competitions for the management of advertising media in public spaces. One of them for the maintenance and advertising exploitation of the kiosks and the other focused on street furniture for a period of 10, extendable for another four. The award was finally made for a joint amount close to 28 million euros per year, as announced by the municipal government in the last Economy and Finance Commission.

JCDecaux has been the winner of the exploitation of street furniture, a contract that was in the hands of Clear Channel since 2016. It has done so in exchange for an annual fee of 24 million euros compared to the minimum 13.5 million that was requested in the contest rules. Thus, according to Barcelona City Council, it will manage 4,600 elements of street furniture, of which 2,058 allow advertising.

However, the contract contemplates, in addition to the annual fee, an annual maintenance investment of 1 million euros and an additional investment of 11.5 million during the first three years of the concession aimed at modernizing the supports.

For its part, Clear Channel has won in the kiosk management section, so it will continue to maintain the 276 news kiosks in the city, with the exception of those located on the Rambla. This involves the management of 728 advertising faces. The company has offered 3.7 million euros annually, above the 2.03 million that the contest initially requested.

In a statement, JCDecaux points out that it will manage several types of existing street furniture, including more than 1,400 canopies and almost 500 mupis – which is equivalent to 3,000 analog advertising faces – as well as unique columns, bus access platforms, stop posts, toilets or other advertising supports.

JCDecaux has indicated that, as part of the concession, 300 new digital screens will be deployed in the city. These will have LED technology and 81-inch screens, therefore they will be larger than the previous ones and will have a higher resolution, as well as lower energy consumption.

The exclusivist’s proposal is oriented towards innovation and, in this sense, it will implement segmented communication, as explained in the statement. He assures that a programmatic offer will soon be activated thanks to the strengthening of the digital ecosystem of outdoor advertising, allowing segmentation, contextualization, flexibility and real time.

JCDecaux will also seek to reduce emissions through the use of a fleet of environmentally friendly vehicles, the installation of new products to minimize its electrical consumption, and the use of renewable energy.

The company has been committed to managing a coherent and quality street furniture circuit. “Our ambition is to offer innovative devices that enhance communication, for the benefit of cities, our partners in transport and retail, citizens, advertisers and their brands.“commented Jean-Charles Decaux, Co-General Director of JCDecaux.

The award of the contract places JCDecaux with the largest offer of urban furniture in Spain, with more than 30,000 elements in 25 of the 30 largest cities in the country.