Sydney Airport has reappointed JCDecaux as its exclusive media partner for its advertising following a competitive tender process.
The new agreement starts July 1 and runs to 2029. It will mean a significant upgrade of the media estate across Sydney Airport’s terminals, car parks and external road network, with the latter aimed at maximising the potential of the Sydney Gateway road project opening later this year.
The airport's media estate includes a 200 square metre digital large format billboard and Giftbox, one of Australia’s largest billboards at nearly 2,000 square metres.
Today’s announcement coincides with the launch of Sydney Airport’s Brand Connect platform.
“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," said Mark Zaouk, group executive – commercial, Sydney Airport.
"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."
JCDecaux's local airport advertising portfolio includes Perth, Adelaide, Auckland, Christchurch and Queenstown. Across 38 countries, JCDecaux is the media partner for 153 key airports including Paris Charles-de-Gaulle, Dubai, Shanghai, Singapore, London Heathrow and LAX.
This year JCDecaux introduced a global programmatic airport solution with campaigns across 15 of the world’s busiest airports including Sydney Airport.
"Sydney Airport has set a bold and ambitious vision for the future," said Steve O'Connor, CEO of JCDecaux.
"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."
Zaouk at Sydney Airport said he was delighted to continue the strong partnership with JCDecaux.
“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," said Zaouk.
“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.”
Jemma Enright, GM - airports ANZ at JCDecaux, said the outdoor media company was reinventing Sydney Airport for advertisers after extensive consultation with brands.
"Our focus isn't just on delivering ads," said Enright.
"We have developed more impactful ways to engage with travellers throughout their journey, and a new model to influence them at the right moment with the right experiences, creating meaningful interactions that drive results for brands.”
JCDecaux will introduce a host of new iconic assets in partnership with award-winning architects Tzannes, particularly within the transformed T1 international terminal.
Plans are also underway to enhance existing assets including digital large format sites as part of the new Domestic Gateway and the St Peter’s Interchange.
Sydney Airport and JCDecaux will collaborate to use new and improved data capabilities.
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