The partnership between JCDecaux and SOTRA is part of the process of modernising services aiming for customer satisfaction
JCDecaux, an outdoor advertising company, announced that its Ivory Coast agency, a joint venture jointly owned with Bolloré Group has signed a 20-year contract with SOTRA, the Abidjan Transport Company (“Société des Transports Abidjanais”), for the implementation of a street furniture advertising programme (bus shelters and signposts) as well as advertising operations for SOTRA’s different transport networks (buses, train stations, bus terminals, and water buses) in the Abidjan district (nearly 5 million inhabitants).
Under its service modernisation policy (renewal of fleet in circulation, investments in its infrastructure, etc.), SOTRA wants to provide its users with quality services by furnishing, particularly, lighted, modern street furniture, whilst at the same time featuring advertising in public transport.
This agreement covers the design, installation, operation and maintenance of 300 advertising bus shelters; 300 signposts across SOTRA’s operating network, 200 of which will be produced locally, in partnership with SOTRA Industries. It also covers advertising operations on 500 buses (nearly 2,000 buses by 2020); 12 bus stations and four water bus stations.
Founded in 1960, SOTRA manages urban transit for Abidjan and its municipalities via its bus and water bus lines.
SOTRA’s proficiency and local knowledge, combined with the expertise of JCDecaux, high-quality, visually-appealing advertising street furniture will be rolled out to help improve the quality of life in Abidjan. Seamlessly blending into the cityscape, this street furniture will also provide choice locations and optimal visibility for advertisers and their brands.
On the strength of a compound annual GDP growth rate of nearly 8% since 2012, Ivory Coast is seen as a regional economic power in West Africa. This positive momentum, paired with an ambitious investment policy, is behind the positive diversification of the Ivoirian economy for the advertising sector, with investments exceeding US$100 million/£76.1 million in 2016.
Through its innovative solutions at the centre of everyday mobility, the company intends to be part of the growth and modernisation of the outdoor advertising sector in Ivory Coast.
Meité Bouaké, Chief Executive Officer of SOTRA, said: “The partnership between JCDecaux and SOTRA is part of the process of modernising our services and continuously aiming for customer satisfaction. Thanks to the quality of the equipment installed and the recognised expertise of our partner, we’re going to improve the comfort and safety of millions of people using our transit system every day – at no cost to SOTRA or its users.”
Jean-Sébastien Decaux, CEO Southern Europe, Belgium and Luxembourg, Africa and Israel, said: “We are honoured by this partnership with SOTRA, which is giving us a place in the economic capital of Ivory Coast.”
“With a population of nearly 5 million, Abidjan is the largest city in French-speaking West Africa, and the economic hub of that region. This partnership is motivated by the remarkable economic growth that Ivory Coast is experiencing.
“Our advertising bus shelters, which will provide useful services to the community and its residents, as well as a totally innovative advertising offer based on quality and effectiveness for advertisers and their brands, will be a part of the beautification of the urban landscape, at no cost to taxpayers. They will help not only to create qualified local jobs, but also to modernise public services.”