Sydney Airport launches new brand identity, integrated campaign for luxury precinct SYD X

Teddy Cambosa - March 23, 2023

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Sydney, Australia – Sydney Airport has launched a new integrated campaign and brand identity for its luxury precinct ‘SYD X’. The brand identity, called ‘The Space Between’ represents the space between borders, where SYD X operates – outside the realm of the everyday.

Sydney Airport tasked full-service independent agency Enigma to develop the brand strategy and brand ID behind SYD X and create an integrated campaign platform for it. Meanwhile, creative communications agency History Will Be Kind (HWBK) supported the integrated launch across earned media, content and influencer as part of elevating the airport’s positioning and driving precinct visitation and spend.

Enigma’s remit covered creation of a new brand architecture and identity including brand ID, logo, colour palette, tone of voice and retailer strategy. The launch is supported by an integrated campaign across all platforms including OOH, print, social, influencer, digital and performance. This includes a bespoke media strategy centred on both awareness and behaviour change. 

Laura Popa, business partner at Enigma, said, “Launching a fresh brand look and feel was key to the next phase of Sydney Airport’s precinct evolution. The distinctive brand identity is founded on the brand platform ‘The Space Between’ which explores SYD X as a unique and unconventional retail destination that exists outside the regular world. 

She added, “The ‘X’ branding taps into the transient nature of travellers – the physical space – and invites consumers to form their own interpretation and adventure. The result is a brand ID that is playful yet sophisticated, bold but considered and layered.”

HWBK’s remit included earned media, content and influencer integration. In conjunction with the Sydney Airport media team, HWBK leveraged three waves of store openings to drive coverage. In line with the final unveiling of SYD X, HWBK also engaged Australian entrepreneur and luxury fashion expert Gab Waller as a lead brand ambassador, alongside fashion influencer and creator Tara Milk Tea, to help officially launch the precinct, creating a portfolio of premium content to educate and inspire. 

Edwina Brook, business director at History Will Be Kind, said, “Positioning SYD X as a destination in its own right was key to the overarching strategy. Through targeted stakeholder engagement, phased earned media activation, high-profile influencer partnerships and content co-creation, we’ve focused on driving awareness around our unique proposition, underpinned by strategic reputation build – ultimately putting SYD X on the map as a leading luxury travel precinct in the region.”

Meanwhile, Amee Evans, senior manager for marketing at Sydney Airport notes that as the travel sector rebounds and important visitor markets continue opening up, they are now perfectly positioned to capitalise on the opportunity and deliver a stand-out experience.

“The launch of SYD X really represents innovation at scale – from product and infrastructure, to brand, experience and comms, so we’re thrilled to see it come to life, and are looking forward to building on this platform together with our agency partners and cohort of amazing luxury brands,” Evans said.

The brand campaign launched in market with a teaser late 2022, with a launch event hosted in February, and the integrated campaign in full motion in the lead up to the peak travel periods across Easter and the European summer.

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