JCDecaux has announced a seven-year partnership with Westpac and unveiled the Westpac Walk, a brand-new multi-asset destination in Sydney Trains’ walk-through tunnel between Wynyard Train Station and Barangaroo.
This is the first time the walk-through has been used as an out-of-home branding and community communication opportunity since construction was completed in 2018.
Max Eburne, chief commercial officer, JCDecaux, said: “This is the first partnership of its kind where JCDecaux has commercially transformed an iconic landmark for the benefit of the brands we partner with, the community and our contract partners. Our long-term partnership with Westpac offers an unparalleled opportunity for them to engage with the community.”
This 180-metre-long walkway connects Wynyard Station—one of Sydney’s busiest morning commuter stations—to the Western CBD and Barangaroo.
The tunnel can accommodate around 20,000 pedestrians passing through every hour. Westpac Walk connects with desirable audiences including those travelling, working and living in the city.
Ben White, JCDecaux’s national director, customer growth, said: “We’re delighted to further strengthen our relationship with Westpac. A unique part of our partnership is the community connection and content Westpac are displaying. In this busy 24/7 pedestrian area, the uniquely shaped digital large format assets will display bespoke community messaging for fifty per cent of the total display time. Westpac will curate a variety of social interest or community-focused content, such as information on special events, sports news and updates, local events, sustainability, environmental projects, and public artworks initiatives. This architecturally designed environment also provides a unique opportunity for effective, long-term brand connection for Westpac.”
Westpac will display its bespoke community content and advertising for 75 per cent of the total share of time on the Westpac Walk assets, inclusive of all finance category exclusivity.
The remaining 25 per cent share of time is committed to another partner Dyson, up until 2024. It showcases the depth of its product offering and connects customers to its flagship store on George Street.
