JCDecaux is transforming media across Sydney, Adelaide and Perth airports with a bold relaunch of its advertising offering.
Jemma Enright, general manager – Airports, JCDecaux, Emma de Szoeke: general manager, retail performance and growth, Sydney Airport, Vernon Vincent, general manager retail – Perth Airport, spoke about the drivers of the transformation and shared their outlook for the partnerships going forward.
The reinvented portfolio gives brands unprecedented access to high-value travellers and greater strategic options through iconic, immersive and strategically connected touchpoints in one of the most emotionally charged environments available today.
Enright said: “JCDecaux Airports are transforming with billions of dollars to be invested in delivering world-class passenger experiences. We’re in an inflection moment for Airports. Growth will accelerate as terminal and air-travel experiences get better. With significant growth and the increasing amount of time travellers spent at airports, more brands will be drawn into this environment.”
“We’re delivering a completely new way for advertisers to engage with audiences to capitalise on the strengthening proposition of airport media across Australia’s busiest travel hubs.”
JCDecaux’s new media offering leverages major upgrades at Sydney, Adelaide, and Perth airports, giving brands the ability to deliver impactful campaigns at key points throughout the airport journey. At Sydney Airport, the relaunch spans all major precincts, and will include new digital assets in T1, T2, and T3, to enhance iconic brand moments in high-traffic areas.
In Adelaide and Perth, over 110 new digital assets have been deployed, including standardising all internal formats and building high-impact external formats, ensuring brands are visible not just inside the terminal but along key transit routes. These bold developments enable advertisers to make an impression along the whole traveller journey.
The outdoor media company’s airport product is driven by three key pillars: Connected Journeys – multi-touchpoint campaigns and allow brands to connect with travellers multiple times along a departures or arrivals journey, Iconic Impact – high-profile, visually commanding formats, and Immersive Experiences – from pop-up activations to opportunities to take over whole zones within Airport environment for brand engagement.
As part of the relaunch, JCDecaux is introducing a streamlined Connected Journeys model, replacing current packaging by precinct with simplified “Goodbye” and “Hello” journey packs. This ensures brands can target travellers multiple times as a traveller moves through the airport – from the entrance to the gate, or from the gate to the curb – creating a more cohesive campaign experience.
“Our relaunch isn’t just about upgrading assets; it’s about delivering more opportunities for brands to grow through smart airport media strategies,” added Enright. “Leadership through high-quality, effective solutions and working hand-in-hand with our airport partners ensures advertisers can tap into these vibrant, emotional environments in ways that have never been done before.”
Speaking on the outlook of Sydney Aiport, de Szoeke said: “Many of the enhancements are all in service of growth and we’re focused on efficiency and service with the passenger central to all that. Innovation is going to be really key to unlocking some of that growth and ensuring that we’re matching passenger needs as we grow to that scale.
Vincent said: “From a Perth perspective, we’re also in a position of seeing tremendous passenger growth, but in terminals that haven’t got the capacity to service that demand. The airport is spending $5 billion in private investment and infrastructure earlier, to develop a new expanded international terminal, a new domestic terminal for Qantas and Jetstar flights, upgrade our existing terminals, a new parallel runway, two multi-storey car parks, an airport hotel.
“There’s a substantial wave of investment over the next six to ten years to really service our current and forecast passenger growth.”
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Top image: Jodie Knighton, Vernon Vincent, Jemma Enright, and Emma de Szoeke.