AUSTRALIA. Sydney Airport today revealed an extended partnership with out-of-home media provider JCDecaux until 2029 in a move designed to connect more passengers than ever before with the world’s leading brands.
Today’s announcement coincides with the launch of Sydney Airport’s ‘Brand Connect’ platform, which provides an opportunity for brands to engage directly with Sydney Airport to create unique experiences and events.
The JCDecaux agreement will commence from 1 July 2024. It will see what Sydney Airport called a significant upgrade of the media estate across its terminals, car parks and external road network.
The external road network is designed to maximise the potential of the Sydney Gateway road project opening later this year.
Sydney Airport’s media estate includes some of Australia’s most prominent advertising sites. These include a 200sq m digital large format billboard and the newly launched ‘Giftbox’, at nearly 2,000sq one of Australia’s largest billboards.
Sydney Group Executive – Commercial Mark Zaouk said: “We’re delighted to continue our strong partnership with JCDecaux, who share our vision to make Sydney Airport the premier airport media destination in the region.
“Our objectives were to reset our media portfolio and push the boundaries on what airport media could be – beyond traditional out-of-home advertising and into a more holistic suite of media opportunities across partnerships, activations, and sponsorships.
“We believe Sydney Airport offers one of the most compelling media propositions in Australia, with a unique ability to connect iconic brands with highly qualified, high-value audiences when they’re most engaged.
“Every year almost half of Australia’s international passengers land here and over the course of this agreement we expect to move beyond 50 million passengers annually, presenting an incredible opportunity for advertisers.
“Through the tender process we affirmed that JCDecaux are the right partner and the entire team here is excited and energised to be working with them to realise our ambitions.”
JCDecaux CEO Australia and New Zealand Steve O’Connor said: “Sydney Airport has set a bold and ambitious vision for the future. With passenger numbers expected to grow to over 50 million in the next three years, we are perfectly aligned to deliver the ongoing transformation of their international and domestic passenger experience.
“Retaining this contract solidifies our position as a leader in premium airport advertising both locally and globally. We can’t wait to continue our partnership and deliver our refreshed and remarkable offering to both Sydney Airport and the market.”
Burgeoning non-aeronautical businesses
The extension of the partnership with JCDecaux follows a period of significant investment by Sydney Airport in its non-aeronautical businesses. This includes the launch of the T1 International Terminal’s luxury precinct in early 2023, a 2,700sq n retail destination, home to 20 of the world’s most renowned luxury brands.
Sydney Airport’s food & beverage offer is also undergoing a progressive revitalisation, with the recent addition of Luke Mangan’s Bistro & Bar in T3 Domestic and, in an Australian airport exclusive, Betty’s Burgers joining popular favourites Oporto and Mad Mex in T1.
Sydney Airport General Manager, Retail Performance & Growth Emma de Szoeke said: “The extension of JCDecaux’s contract represents an important milestone in the continued evolution of Sydney Airport’s commercial business, and there’s plenty more in the pipeline.
“Importantly, this evolution is aimed at delivering a more exciting passenger experience than ever before and making the airport one of the most iconic and engaging travel retail, entertainment, and dining destinations in the region.” ✈
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