Deal profile | Gadens acts for Adshel on Australia’s largest rail advertising contract

Late last year, Metro Trains Melbourne (MTM) entered into a seven year agreement with Adshel to deliver animated, contextually relevant and optimised out-of-home messaging to commuters through a single, centralised network. Following this, Sydney Trains recently announced an extension of Adshel’s contract for ‘multiple years’. The extension of Adshel’s reach within the rail sector in Australia’s two largest metropolitan rail networks (by passenger numbers) presents a huge opportunity for advertisers trying to reach millions of commuters across Australia’s two largest advertising markets each week. The contract results in an alignment for the first time across the Sydney and Melbourne’s rail advertising landscape, putting Adshel at the forefront of the sector.

Gadens was engaged to advise in relation to both agreements including construction, ongoing operation and maintenance of digital and interactive advertising assets.

Deal area: Information Technology

Practice groups involved: Intellectual Property and Technology

Key players: Gadens partner Antoine Pace led the team. Other lawyers involved include Emma Duke (Associate).

Deal significance: The contract including over 150 digital screens covers the premium and metro concourse and platform assets, unlocking enormous potential for new ways of engaging millions of commuting Australians. The offering allows full-motion campaign opportunities to target over 15 million rail passengers which will add an exciting new channel to the Australian media landscape.

Mike Tyquin, CEO, Adshel says:

“Gadens’ work for us on the MTM contract ran across the entire RFP and contract award process of more than 12 months. Given the scope covered infrastructure, technology and media services and the significant contract value and term, Gadens having a multi-disciplinary perspective and strong commercial approach was a very important element of our success in securing the contract.”

For more information, contact:

Antoine Pace
Partner
Tel: +61 3 9612 8411
Mobile: +61 405 151 604
Email: antoine.pace@gadens.com

Russell Fox
Head of Business Development & Marketing
Tel: +61 3 9612 8285
Mobile: +61 415 500 753
Email: russell.fox@gadens.com