Tag: Sydney Airport

Australia – Sydney Airport has launched its latest campaign via independent media agency Bench, in partnership with travel search engine Kayak and creative agency Common Ventures.

Built around the energising brand platform “Life Takes Off When You Do”, the campaign invites Sydneysiders to embrace their next journey – be it a long-haul escape or a spontaneous getaway – by reawakening the excitement of travel.

Bench designed a media strategy that places the campaign at the intersection of innovation and immersion, with a heavy focus on high-impact, contextually relevant formats across multiple touchpoints designed to inspire travel at every turn.

Nate Vella, brand strategy lead at Bench said, “This campaign celebrates the emotional and physical lift-off that comes with travel.  We set out to design a media experience that doesn’t just show the journey – it feels like the start of one, encouraging inspiration and immersion from the outset.”

Bench showcased the campaign’s hero video asset within Netflix’s premium, full-screen ad environment, and leaned into increased foot traffic across the city during Vivid, by delivering sound-on video across JCDecaux’s XTrack TV network in the CBD and Eastern Suburbs, capturing attention in high-density transit zones. 

This combined with Kargo’s standout Lighthouse and Runway formats – which use dynamic, full-screen creative to connect with travel intenders as they browse and scroll – bring the scenic and emotive visuals of the campaign directly into the daily lives of Sydney-siders.

Shane Hodges, general manager of strategic aviation development at Sydney Airport, said, “This campaign is designed to reignite the excitement of travel, starting with the moment you begin planning your trip, and we’re extremely proud that in that journey, Sydney Airport as Australia’s premier international gateway, plays a key role in making it all happen.”

The campaign is live in Sydney across BVOD, SVOD, DOOH, and High Impact Display over curated publishers for the remainder of 2025.

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.

Sydney, Australia – Out-of-home (OOH) media company JCDecaux has announced the launch of a new programmatic trading and a new audience measurement system at the Sydney Airport, where it gives advertisers the ability to enhance engagement with airport travellers by delivering more relevant and timely campaigns.

The introduction of programmatic trading and Airport Audience Measurement (AAM), JCDecaux’s proprietary airport audience measurement system, is considered a first in Australia.

The introduction of programmatic trading is through VIOOH, a global digital out of home marketplace. Combining VIOOH’s programmatic offering with an evolved measurement system at Sydney Airport, makes the capabilities of this channel more accountable, flexible, and precise for advertisers with near real-time intelligent trading driving campaign efficiency and effectiveness.

Max Eburne, chief commercial officer at JCDecaux, said, “There’s a sense of positivity in the air as Australia re-opens its borders and restrictions ease. We expect a step-change in the volume and diversity of travellers passing through Australia’s busiest airport. The addition of programmatic trading and improved audience measurement capabilities means advertisers can leverage almost real-time data insights to target and engage audiences more effectively than ever.”

Global digital security company ESET is the first brand to trade programmatically across JCDecaux AIRPORT through The Trade Desk.

Meanwhile, Brad Palmer, national programmatic director at JCDecaux, commented, “Programmatic out-of-home adoption in Australia has been strong and we expect demand to continue to build as more supply is made available. Airports are the last environment in the JCDecaux Australia portfolio to be offered programmatically with digital large format, street furniture and rail all available.”

JCDecaux has debuted several OOH campaigns across public transport systems in ANZ, including in the Adelaide Railway Station and for Air New Zealand.