Tuesday 22 July 2025

Sydney Airport, in partnership with JCDecaux, has unveiled a suite of premium digital advertising assets designed to enhance the passenger experience.

The new “Iconic Impact” assets – T3 Atrium Halo, T2 Influence, and T1 Arrivals Retail Pillar – offer brands high-impact opportunities to connect with travellers at key moments of their journey boosting awareness, consideration, and driving real-time purchase decisions.

Developed in collaboration with Sydney Airport, Mark Zaouk, Group Executive Commercial at Sydney Airport, said: “We’re always looking for ways to enrich the airport experience for both travellers and partners,

“These new digital formats are striking, smart, and integrated into high-dwell, high-attention areas. They’re a win for advertisers and for customers, enhancing the atmosphere while delivering real value.”

The new digital assets are strategically located to align with key retail, arrivals and departures zones:

• T3 Atrium Halo: A bold, circular digital installation wrapping the T3 Domestic terminal atrium. Working in tandem with existing large-format screens, it forms a visual centrepiece in one of the terminal’s most prominent activation spaces.
• T2 Influence: A high-impact, double-sided screen in the upgraded T2 retail precinct. With long dwell times and heavy footfall, it’s perfectly positioned to reach domestic travellers in a premium retail setting.
• T1 Arrivals Retail Pillar: Three 75-inch portrait screens surround a key structural pillar at the entrance to Heinemann Duty Free, coupled with an additional screen in Pier B. Together, they capture 68 percent of arriving international passengers from the moment they enter one of the airport’s highest-yield shopping zones.

Brands including Marriott, NRMA, Volvo, Mazda, Commonwealth Bank, Qantas, Care Super, Jim Beam, Burberry, and Ralph Lauren are among the first to secure placements across the new portfolio. Jemma Enright, General Manager Airports, JCDecaux Australia & New Zealand, said the new assets reflect a shared commitment to innovation and premium brand experiences.

“Airports offer a unique media environment – emotionally charged, high dwell, and full of potential. These Iconic Impact assets unlock fresh opportunities for brands to stand out and connect meaningfully with travellers throughout their journey.” Ms Enright said.

The launch marks the first phase of JCDecaux’s Iconic Impact rollout at Sydney Airport, building on the exclusive partnership extended in 2024, offering brands a powerful platform to connect with domestic and international audiences across one of Australia’s busiest transport hubs.