JCDecaux unveils new digital assets at Sydney Airport

JCDecaux has launched a suite of digital advertising formats at Sydney Airport, designed to help brands engage high-value travellers through high-impact placements at critical moments in the passenger journey.

The new inventory includes three large-format digital sites across domestic and international terminals: T3 Atrium Halo, T2 Influence and T1 Arrivals Retail Pillar. The rollout forms part of JCDecaux’s broader Iconic Impact strategy, aimed at elevating airport media’s role in driving brand awareness, consideration and retail conversion.

“Airports offer a rich emotional context and a high dwell environment for brands to make a lasting impression,” Jemma Enright, general manager – airports at JCDecaux Australia & New Zealand, said. “These new assets elevate the SYD offer, giving brands the opportunity to make a statement and influence traveller hearts, minds and purchases where it matters most.”

The move strengthens JCDecaux’s position as the exclusive media partner across Sydney Airport’s domestic and international terminals. Launch advertisers include Marriott, NRMA Insurance, Volvo Cars, Westpac, Jim Beam and Burberry.

“We’re committed to creating a world-class airport experience, and advertising plays a key role in that,” said Mark Zaouk, group executive – commercial at Sydney Airport. “Our partnership with JCDecaux is bringing in premium new formats that offer genuine value to advertisers while enhancing the terminal environment.”

The T3 Atrium Halo wraps a digital ring around the Qantas departures atrium and integrates with existing large-format screens in one of the airport’s most activation-heavy spaces. T2 Influence sits within the upgraded retail precinct, targeting domestic passengers with high-dwell visibility, while the T1 Arrivals Retail Pillar positions messaging directly in front of Heinemann Duty Free, reaching 62% of arriving international travellers before they enter the retail zone.

“These new assets give brands greater flexibility to connect with high-value travellers throughout the airport journey,” Enright said. “We’re seeing strong demand from advertisers who want to show up in bold, memorable ways, especially when the formats are smart, digital, and designed for high-attention moments.”

The launch marks the first phase of JCDecaux’s Iconic Impact expansion at Sydney Airport, with further developments expected later in 2025.