JCDecaux lands Western Sydney Airport OOH deal ahead of 10m passenger launch

JCDecaux will build and operate the out-of-home network at Western Sydney International Airport, locking in a long-term contract at one of the country’s biggest new infrastructure projects.

The win gives advertisers early access to a new traveller audience at Sydney’s second airport, which will open with capacity for 10 million passengers and scale over time as the broader precinct grows.

Western Sydney International is being positioned as a city-shaping project built to serve the rapidly expanding Western Sydney region, already Australia’s third largest economy. The terminal itself, designed by Zaha Hadid, COX and Woods Bagot Architects, adds another premium layer for brands looking for impact in a high-profile setting.

David Watkins, co-chief executive officer, JCDecaux Australia and New Zealand, described Western Sydney International as one of the most important infrastructure developments in Australia.

"This long-term partnership gives us the opportunity to design a premium digital airport network from the ground up, one that complements an architecturally significant terminal and delivers exceptional outcomes for brands,” he said.

From opening day, JCDecaux will roll out a digital network spanning internal and external airport environments, built around its Connected Journeys, Iconic Impact and Immersive Experiences product pillars.

The deal adds significant firepower to JCDecaux's airport media footprint across Australia and New Zealand, while giving it a strong position inside a major long-term growth corridor as airline services build out across domestic and international routes.

As Western Sydney grows, WSI will become a critical gateway creating an exciting new platform for brands seeking scale, premium context and impact,” Max Eburne, co-chief executive officer, JCDecaux Australia and New Zealand, said.

The airport will handle both domestic and international services, with early airline partners including Qantas, Jetstar, Singapore Airlines and Air New Zealand. JCDecaux said it will work with launch partners ahead of opening, giving brands a first-mover shot at one of the country’s newest premium media environments.