JCDecaux launches ASPIRE in Brisbane as the city readies for the 2032 Games

JCDecaux has launched its ASPIRE network in Brisbane, introducing a suite of architecturally designed, digital portrait screens across six high-visibility locations. The network is a new addition to the city’s preparations for the 2032 Olympic and Paralympic Games.

Sam Noble, JCDecaux’s National Product Director - Large Format, said, “Introducing JCDecaux ASPIRE into Brisbane strengthens how brands can show up in a rapidly evolving city. Over 3.1 million people moved through Brisbane last summer alone, drawn by a calendar of significant events and its growing status as a hub for sport, culture and business. With fast population growth, significant infrastructure investment and the 2032 Games on the horizon, it’s a market full of opportunity.

“ASPIRE has been designed to meet that opportunity; 8.5-metre elevated structures for standout visibility, positioned to reach people on daily journeys, near entertainment precincts and in areas undergoing rapid growth. It gives advertisers real presence in the places that matter most.”

Designed with the Australian architectural firm Tzannes, JCDecaux ASPIRE screens are engineered with stainless-steel cladding and energy-efficient technology. The elevated design ensures greater visibility and attention, validated by JCDecaux’s recent independent eye-tracking research conducted by UXBridge, which shows significant uplift in viewing time when panels are positioned at height and along sequential routes.
Noble adds, “Our recent independent eye-tracking research confirmed that elevated placements dramatically improve visibility and engagement. For advertisers, that means better outcomes and attention where it matters most.”

The new Brisbane JCDecaux ASPIRE network is in key inner-city suburbs including Fortitude Valley, Teneriffe, East Brisbane, Toowong, Kangaroo Point and Kelvin Grove, locations that JCDecaux says blend residential growth, creative industries, education, entertainment and professional audiences. Strategically placed along major arterial routes, the six new screens deliver over 1.8 million weekly impressions, according to the company, and extend JCDecaux’s existing reach across 93 per cent of the Brisbane metro area.

JCDecaux says the screens complement its broader footprint in Brisbane, where the company currently holds exclusive rights to Queensland Rail, Brisbane City buses and the city’s Small Format contract—together, forming a connected network that spans key transport corridors, pedestrian zones and suburban catchments.