Astral, a division of Bell Media, has signed a 10-year commercial agreement with the Réseau de transport de la Capitale (RTC), in collaboration with Capitale Mobilité, to manage out of home (OOH) advertising on buses and transit shelters in Québec City, Que. As part of the agreement, Astral will install new digital advertising screens, modernize heated transit shelters, and replace customer information screens.

Partnership

RTC says the deal will help fund transit services while improving the rider experience. “The RTC is pleased with this renewed and enhanced agreement between Astral and Capitale Mobilité,” said Maude Mercier Larouche, president of the RTC. “Thanks to this strategic partnership, Capitale Mobilité will not only be able to generate recurring revenue to support public transit but also improve the user experience with modernized transit shelters and new digital tools. Thanks to the sustained revenue from this agreement, Capitale Mobilité will also be able to continue the development of the àVélo service, which occupies an increasingly important place in the sustainable mobility offer in Quebec City.”

“Astral is delighted to renew its long-standing partnership with RTC and Capitale Mobilité for the management of advertising on buses and transit shelters in Québec City,” said Eliane Tremblay, director of real estate and business development. “We are determined to increase revenue and offer a wider advertising inventory in this key market. This partnership is a guarantee of success for the future.”

Michel Mauraige, general manager of Capitale Mobilité, said the deal demonstrates how private-sector partnerships can benefit public services. “This agreement is an excellent example of how Capitale Mobilité can contribute to generating and optimizing revenue from the private sector for the benefit of public services. We will be happy, in the coming years, to continue our collaboration with the Astral team to find new ways to go even further in revenue generation,” Mauraige said.