F.Y.I.

NRMA and JCDecaux forge airport media partnership

November 11, 2025 1:11

NRMA Insurance and JCDecaux have entered into an airport media partnership, whereby NRMA will be advertised across Adelaide and Sydney airports.

The announcement:

JCDecaux has signed a long-term airport media partnership with NRMA Insurance via Initiative, that will see the brand feature across Sydney and Adelaide airports, securing some of the most high-impact and visible advertising locations in the country.

The partnership establishes NRMA Insurance as one of the most prominent brands in the airport environment, with the potential to reach more than 50 million airport passengers every year.

Mark Echo, executive manager channel, performance marketing and effectiveness, NRMA Insurance said: “With over 25 million domestic passengers annually at Sydney Airport alone, high visibility touchpoints across the airport journey allow us to connect with both business and leisure travellers during moments of extended dwell time and high engagement. As NRMA Insurance marks its centenary year, we’re utilising premium placements at Sydney and Adelaide airports to reinforce our positioning as A Help Company at scale.”

As part of the partnership, NRMA Insurance will feature across key locations including:

Aerobridges at Sydney Domestic Terminals T2 and T3 – a two-year agreement providing repeated visibility during boarding and disembarkation.

The new P7 Statement at Sydney T1 International Terminal – one of the biggest Large Format sites in the Southern Hemisphere covering 2,000 square metres.

First-mover access to the T3 Atrium Halo – a marquee circular digital installation with full animation capability.

Launch partner across six new Digital Large Format sites – newly developed locations along the high-traffic Sydney Gateway including St Peter’s Interchange.

Journey domination across Sydney and Adelaide airports – including Goodbye and Hello packs* that provide consistent visibility across the full passenger journey.

The partnership reflects JCDecaux’s strategy for Airports, relaunched in 2024, delivering big moments and better ways for brands to connect throughout the entire traveller journey. NRMA Insurance becomes the latest brand to take advantage of this approach, securing flagship assets and long-term dominance across multiple touchpoints.

NRMA Insurance will also be a launch partner across six newly developed Digital Large Format assets, designed to capitalise on the significant traffic moving through Sydney Airport’s newest gateway. The double-sided St Peter’s Interchange sites complete JCDecaux’s coverage of every major entry and exit to Sydney’s WestConnex and M8 tunnel system.

Jemma Enright, general manager – airports, JCDecaux Australia & New Zealand, said: “Our relaunched Airport strategy set out a new vision: build long-term partnerships with leading brands. This partnership reflects the powerful role airports play in connecting brands with audiences during moments of heightened attention. By securing flagship assets at Sydney Airport, supported by consistent visibility across the passenger journey, NRMA Insurance can build a lasting competitive advantage and brand connection with valuable air travellers.”

Mark Zaouk, group executive commercial, Sydney Airport, said: “Sydney Airport offers some of the most distinctive and world-class advertising opportunities in Australia.
With the addition of new formats, we’re further strengthening that position. The partnership with NRMA Insurance shows how leading national brands are choosing Sydney Airport to connect with travellers in meaningful and impactful ways.”

Tom Carlon, head of investment, IAG at Initiative said: “Our partnership with JCDecaux’s Airports portfolio across Sydney and Adelaide takes full advantage of the unique value of the airport environment; extended dwell time, audience quality and emotional intensity. It’s a powerful combination for a brand built on help and trust and communicates strong intent as NRMA Insurance aims to prepare and protect Australians for the next 100 years.”