JC Decaux reveals multimillion-dollar investment at Sydney Airport as it becomes exclusive advertising partner

JC Decaux has revealed a multimillion-dollar investment at Sydney Airport’s T3 Domestic terminal as it takes over the role of exclusive advertising partner.

The investment comes off the back of the sale of APN Outdoor to JC Decaux. APN Outdoor has been the sole advertising partner of the airport since August 2018.

JC Decaux will reveal more than 60 new digital and static opportunities at T3 to capture the premium Qantas travelling audience. These will join the existing portfolio at Terminals 1, 2 and 3, plus the external arrivals and departure areas and aerobridges.

The new assets will launch on July 22.

JC Decaux chief marketing officer, Essie Wake, said: “Our new portfolio in Sydney Airport’s T3 and the highly desirable Qantas audience, transforms the advertiser offering in the airport environment.

“This audience is four times more likely to be the highest socio-economic AB group, two times more likely to be business travellers and three times more likely to have incomes of more than $100,000, making them a valuable and captive audience for advertisers.”

Sydney Airport’s T3 Domestic serves Qantas flights exclusively, and the new assets will allow advertisers to target Qantas travellers at every touchpoint of their journey through the terminal.

In 2018, APN Outdoor signed a five-and-a-half year contract with Sydney Airport, giving the outdoor provider total coverage. The contract is thought to be worth around $10m per year, making it one of the biggest in the country. Prior to the deal, Ooh Media held the contract for T3 Domestic.

JC Decaux agreed to buy APN Outdoor in June 2018, paying $6.70 per share, for an approximate value of $1.119bn.

According to the Sydney Airport Annual Report for 2018, more than 50% of visitors to Australia arrive in Sydney, an 83% increase since 2000. That includes 27.7m domestic passengers.

As well as using its owned Orbit geo-demographic data to reveal where the audience live and other socio-economic factors, JC Decaux will also use Codex transactional data both at the airport and beyond.

“The sheer scale, quality and impact of our new asset portfolio at Sydney Airport’s terminals and surrounds really are a showcase offering for advertisers. It presents powerful opportunities for advertisers to connect with captive and valuable audiences within a world-class digital terminal environment,” JC Decaux chief commercial officer, Max Eburne, said.

JC Decaux represents 210 airports globally, including Perth’s T1, T2, T3 and T4 terminals and New Zealand’s Auckland Christchurch and Queenstown airports.


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