JCDecaux signs multi-city airport media deal with NRMA Insurance

JCDecaux has signed a multi-city airport media deal with NRMA Insurance, locking in some of Australia’s most visible and high-impact advertising locations across Sydney and Adelaide airports.

JCDecaux said the partnership puts NRMA Insurance in front of more than 50 million passengers a year, cementing its status as one of the most prominent brands in the airport environment.

The agreement, brokered with Initiative, covers aerobridges at Sydney Domestic Terminals T2 and T3, the new P7 Statement at Sydney T1 International Terminal and first-mover access to the T3 Atrium Halo, a large circular digital installation with full animation capability.

NRMA Insurance joins as launch partner for six new JCDecaux Digital Large Format sites along the Sydney Gateway, including the St Peter’s Interchange, completing JCDecaux’s coverage of every major entry and exit to Sydney’s WestConnex and M8 tunnel system.

“With more than 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,” Mark Echo, executive manager, channel, performance marketing and effectiveness at NRMA Insurance, said in a statement.

“As NRMA Insurance marks its centenary year, we’re using premium placements at Sydney and Adelaide airports to reinforce our positioning as A Help Company at scale.”

The deal builds on JCDecaux’s refreshed airport strategy, introduced in 2024 to deliver stronger brand impact across the traveller journey.

“Our airport strategy set out a new vision to build long-term partnerships with leading brands,” said Jemma Enright, general manager, airports, JCDecaux Australia and New Zealand.

“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.”

Sydney Airport group executive commercial, Mark Zaouk, said the deal reinforces the airport’s standing as a premier media environment.

“Sydney Airport offers some of the most distinctive and world-class advertising opportunities in Australia. With new formats now in market, we’re further strengthening that position,” he said.

Tom Carlon, head of investment, IAG at Initiative, said the agreement capitalises on the unique value of the airport setting.

“Our partnership with JCDecaux’s airports portfolio across Sydney and Adelaide takes full advantage of the airport environment, from extended dwell time to 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,” he said.