Airports are back bigger and better: why they are the next frontier for incredibly human brand connection
In the next 5 years, brands will be reaching 85m passengers a year in the transformed terminals of Sydney, Adelaide, and Perth airports. That’s a massive opportunity to engage an emotionally charged audience in a context of curiosity and discovery, says JCDecaux’s Jemma Enright. Which means it’s time for brands to think bigger. Much bigger.
In an age where screens dominate our daily lives, step into an airport and you’ll find something increasingly rare; diverse and raw human emotions and interactions playing out in real time. From tearful goodbyes, exciting pre-flight experiences to joyful reunions, airport terminals are alive with a real-world authenticity that no digital platform can replicate.
This is precisely why airports have become one of the greatest opportunities for brands seeking meaningful and memorable connections with their audience. Airports are one of the few places left that remain truly immersive, filled with genuine, in-the-moment experiences. For brands, this environment is unmatched - an opportunity to engage people at a time when they’re most attuned to new experiences and ideas.
If you’re looking for an emotionally charged audience in a context of curiosity and discovery, airports are your golden ticket.
By 2030, passenger numbers across Sydney, Adelaide, and Perth airports are projected to grow by 33 per cent to 88 million annually. Sydney Airport alone welcomes 50 per cent of international visitors to Australia who generate billions in retail spending across the country ever year. This isn't just foot traffic – it's premium audience engagement at scale.
In an airport, technology and human emotion intersect in powerful ways. Passengers navigate cutting-edge digital check-ins and self-service kiosks, yet they’re also surrounded by moments of unfiltered human experience: a parallel world where they give themselves permission to feel, do and buy things they wouldn’t in their ‘real’ world. This blend of tech and emotional intensity, where life rules are softened, provides an environment uniquely suited for brand engagement. It’s why the luxury retail category consider the airport a powerful recruitment opportunity for the next buyers of their brands.
JCDecaux’s 2024 comprehensive global airport study conducted by Ipsos, confirms this unique dynamic. Seventy-one per cent of people agree the airport experience is special, and distinct from everyday life, while 77 per cent of flyers have taken at least one action during or after their trip in response to airport advertising. This level of engagement and conversion is rarely seen in other advertising environments.
This study found that 63 per cent of travellers view the airport experience as unique, while 54 per cent believe it enhances a brand’s image. This level of emotional engagement is rare in other advertising settings, and it’s something we’re fully committed to leveraging for the benefit of our clients.
Drawing on our 20 years of global airport partnerships and our own extensive advertiser customer discovery study across 27 brands, we’ve developed new airport advertising solutions designed to harness this unique opportunity.
Journey-based media buying meets big and immersive brand moments
Enter our new media solutions at Sydney, Adelaide, and Perth airports, designed to help place brands at the heart of this opportunity. By creating flexible touchpoints that adapt to the traveller’s journey, we’re inviting brands to engage with audiences in ways that feel relevant, connected, and timely.
Part of our approach is the connected journeys proposition. Introducing the "Goodbye" and "Hello" packs that replace precinct packs, like "Concourse” and “Baggage”.
The "Goodbye" journey creates multiple opportunities to connect from drop off to departure gate, understanding the key pathways for departing passengers. The "Hello" journey engages passengers from the moment they land, through baggage claim, and exit from the airport.
JCDecaux can also harness rich data, sophisticated planning technology, and an extensive network of quality formats, to connect journeys from home to destination, and back again.
This model ensures that a brand’s communication achieves effective levels of exposure to gain attention, be memorable and influence consideration and action at and beyond the airport.
Today's airport advertising goes far beyond traditional media
We're creating immersive brand territories that transform entire spaces into immersive experiences. Airport advertising allows for extended interaction with customers. Here’s where we have a unique opportunity for brands to play and explore new and innovative ways to engage.
Imagine an entire family-friendly zone, designed in collaboration with an entertainment brand, where interactive displays and play areas draw kids in a world of creative and imaginative activity, pre-flight. Or consider the impact of a luxury automotive brand offering a premium, branded parking experience. Their loyal customers will be guided by high impact branded signage into an exclusive valet carpark, offering the ultimate convenience, while future customers explore the latest model showcase inside the terminal.
Concept drawing: JCDecaux Kids’ Zone Sponsorship at T1, Sydney Airport
A technology company might create a sophisticated business lounge that demonstrates their latest innovations while providing genuine utility to travellers. A tourism body could transform an entire gate area into an immersive preview of their destination, building excitement and travel inspiration before passengers even board their flight.
These large-scale opportunities, and many more, allow brands to weave themselves seamlessly into the fabric of the traveller journey.
Concept drawing: JCDecaux Immersive Takeover at T2, Sydney Airport
A moment of inflection for airports driven by investment and transformation
Our airport partners, Sydney, Adelaide and Perth, are investing in capacity and customer experience at record levels. In the next five years, nearly $10 billion will be spent on next generation upgrades. Expect to see world-class, architecturally designed spaces and amenities, iconic retail and dining experiences and cutting-edge technology and automation, all designed to attract travellers to the airport earlier, making the airport experience a highlight of any trip.
As our airport partners reinvent themselves, our goal is simple; we’re pushing the boundaries of what’s possible in airport advertising by creating new iconic, immersive, and journey-connected experiences.
We could say the future of airport media is here, but we think this is only the beginning of a new era for airports. Brands who know how to capitalise on the growth and connect their brands to the traveller experience in creative ways will be the true architects of the future of this great medium.
