JCDecaux SA, the number one outdoor advertising company worldwide, announces that following a competitive tender, its subsidiary JCDecaux ATA Saudi has been awarded the advertising contract at the King Fahd Causeway, managed by the King Fahd Causeway Authority. Stretching 25kms, the Causeway represents the only land access between Saudi Arabia and Bahrain.
JCDecaux is now appointed as the exclusive advertising operator at the Causeway for a term of 10 years. This new contract represents a unification of the Causeway’s advertising landscape under a single operator, with a media plan which will include a mix of iconic digital screens, pole-mounted digital screens, and backlit large format assets.
This step into billboard advertising will extend JCDecaux’s footprint in Saudi Arabia and Bahrain from its current exclusive concession for all 27 Saudi airports and Bahrain International Airport. This regional synergy will continue to create value for advertisers and authorities.
Youssef Ibrahim Alabdan, chief executive officer of the King Fahd Causeway Authority, said: “Our Causeway carried 30 million vehicles in 2019, and we are excited about the post-COVID recovery potential as the Kingdom is gearing to be a regional tourism hub. We are hopeful that JCDecaux will leverage their local and regional client relations and create opportunities for brands to reach the Causeway’s audience.”
Martin Sabbagh, CEO JCDecaux Middle East and Africa, said: “JCDecaux is delighted to have been awarded this prestigious advertising contract. Inclusion of the King Fahd Causeway within JCDecaux’s current regional concessions is an important strategic step forward. JCDecaux has developed deep roots with advertisers as the premier operator of advertising at major regional points of international travel. The Causeway will complement both JCDecaux’s concessions in Saudi Arabia and in Bahrain. With extensive experience in the niche travel environment, JCDecaux will continue to allow clients to communicate with an ever-growing traveling audience. The two Kingdoms benefit from being one of the most frequently visited destinations in the Middle East, this connection between Saudi and Bahrain will prove essential for clients to enhance the visibility of their campaigns through a qualitative mix of static and digital solutions.”
Bassam Alaujan, managing director JCDecaux ATA Saudi, said: “JCDecaux is delighted to have been awarded this prestigious advertising contract. The Causeway will complement JCDecaux’s current concession at all 27 Saudi airports, allowing our clients to communicate with a greater traveling audience. Benefiting from being one of the most frequently visited destinations of the Middle East and welcoming tourists from all over the world.”