JCDecaux is transforming airport media in Australia with a bold relaunch of its advertising offering across Sydney, Adelaide and Perth airports.
The reinvented portfolio is designed to give 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.
“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.” said Jemma Enright, general manager airports, at JCDecaux. “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.
JCDecaux’s new airport product is built on three key pillars: Connected Journeys, Iconic Impact, and Immersive Experiences. These pillars redefine how brands engage with travellers:
- Connected Journeys: New packs that deliver seamless, multi-touchpoint campaigns and allow brands to connect with travellers multiple times along a departures or arrivals journey.
JCDecaux Australia & New Zealand - Iconic Impact: High-profile, visually commanding formats that deliver big brand impact, from largescale digital assets to innovative digital installations that wrap ceilings, enclose high traffic tunnels and dominate corners in luxury shopping zones.
- Immersive Experiences: Deep consumer experiences, from pop-up activations to opportunities to take over whole zones within Airport environment for brand engagement, lead generation or retail are some of the new solutions on offer.
The opportunity for brands to execute creatively is immense, thanks to high dwell times and a traveller mindset of curiosity and anticipation. JCDecaux’s recent IPSOS Airport Study revealed that 68 percent of travellers feel the airport is important to them, especially the atmosphere, and 64 percent enjoy looking at the shops, pop-ups and advertising while at the airport. In environments like these, where consumers are primed for discovery and ready to be inspired, brands have the chance to move beyond traditional advertising to create lasting memories.
As part of the relaunch, JCDecaux is introducing a streamlined Connected Journeys model, replacing current packaging by precinct, such as concourse and baggage, 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”.
By the end of 2024, Sydney, Perth and Adelaide Airports will deliver 66 million passengers a year meaning advertisers can connect with valuable audiences at scale. By reinventing the way brands buy airport media and inviting brands to push the boundaries of what’s possible, the future of the sector is bright.
