Bauer Media Outdoor expands its presence in Bruges and accelerates its (D)OOH expansion

Bauer Media Outdoor marks a new milestone in its expansion by winning the City of Bruges’ new street furniture contract. Awarded for an 11-year term, this partnership includes the deployment of 175 passenger shelters—40 of which will be equipped with digital screens—as well as free-expression posting columns fitted with green roofs. A portion of the bus shelters will also feature green roofs. Already established at Bruges railway station, Bauer Media Outdoor is now extending its network across the city, providing advertisers with enhanced coverage among residents, commuters, and the millions of visitors who travel through Bruges each year.

Bruges: A local and international audience

As Belgium’s sixth largest city by population and the third central city of Flanders, Bruges has more than 120,000 residents and records around 8 million tourist visits per year. The city welcomes an average of 27,000 visitors per day, while its tourism economy generates over €540 million in annual revenue. Furthermore, its historic city centre, a UNESCO World Heritage site, grants it an international prestige unique in Flanders. Whether for residents, commuters, shoppers, or tourists, this new offer of 175 bus shelters—including 40 equipped with digital screens—guarantees advertisers enhanced access to highly diverse audiences within a single city.

40 new screens to accelerate DOOH growth in Flanders

Following recent wins in Ghent, Sint-Truiden, Aalst, Blankenberge, and Hove, Bruges represents another major milestone in Bauer Media Outdoor’s growth strategy. The addition of 40 digital screens in one of the country’s most visited cities significantly strengthens its DOOH offering and the reach of its Flemish network.

By progressively combining locations across major cities, railway stations, and strategic municipalities, Bauer Media Outdoor is building an increasingly complementary presence capable of offering advertisers greater coverage, more touchpoints, and expanded opportunities to connect with their audiences nationwide.

Serving a sustainable and accessible city

In total, Bauer Media Outdoor will deploy 175 passenger shelters, a portion of which will feature green roofs, as well as free-expression posting columns equipped with green roofs. These installations contribute to fostering biodiversity, retaining rainwater, and adding more greenery to the urban landscape.

The partnership also includes various services that can be deployed in line with the City of Bruges’ ambitions regarding sustainability, accessibility, mobility, safety and Smart City technology. This approach goes beyond the traditional media function to turn street furniture into a genuine service for the benefit of the city and its users.

“Bruges represents a major win for our growth in Flanders. We were already present at the railway station; we can now extend this coverage across the city and engage audiences well beyond their arrival point. With 40 new digital screens, we are considerably strengthening our DOOH offering in a city that combines a strong local audience with millions of visits each year. This is precisely the kind of complementarity we want to continue building to deliver ever-greater value to advertisers, while supporting the city’s ambitions for sustainable and innovative street furniture,” says Jan De Moor, Managing Director of Bauer Media Outdoor Belgium.