APN Outdoor has won the final piece of Sydney Airport out-of-home advertising assets, the T3 terminal, which was previously serviced by direct rival oOh!media.
APN Outdoor will take on the rights to T3 in July 2019, marking the first time Sydney Airport has worked with one advertising provider across external billboards and all its terminals. The extension of the T1 and T2 agreement is effective from the start of 2019.
The addition of the T3 terminal is expected to bring in an extra $10m for APN, although the company has said it does not comment on the value of its contracts.
The five-and-a-half year agreement extends APN Outdoor’s existing contract with Sydney Airport covering advertising assets across all domestic and international terminals plus external billboards approaching and within the Sydney Airport precinct.
As part of the new agreement, Sydney Airport will upgrade existing advertising assets and develop new assets at T3.
James Warburton, CEO, APN says, “Sydney Airport is the gateway to Australia and we are proud to be its advertising partner and delighted to be able to extend and expand our relationship with the airport.
“The addition of T3 to our existing contracts for T1 and T2 creates a fantastic opportunity for Sydney Airport, APN Outdoor, marketers and agencies to create new and innovative marketing campaigns across Australia’s busiest airport.
“We are excited about the innovation the partnership between Sydney Airport and APN Outdoor will create, including the development of new digital assets and new ways of using airport advertising that will enhance the passenger experience.
“At the same time, we will capitalise on Dn’A – APN Outdoor’s new industry-leading data and analytics capability – to help create more engaging and effective campaigns for advertisers at Sydney Airport, as well as furthering our investment in research to deepen our understanding of airport audiences.”
Glyn Williams, general manager, Retail, Sydney Airport, says, “The partnership with APN Outdoor will enable Sydney Airport to deliver a strategic advertising portfolio across the airport precinct, harnessing technology and innovation to enhance the experience for the more than 43 million passengers we serve each year.
“We are excited about the opportunities the new agreement presents to deliver quality engagement with our diverse customer mix, while showcasing greater digitisation across the airport.”
The expansion and extension of APN Outdoor’s agreement with Sydney Airport follows the addition of Queenstown Airport to the company’s New Zealand airport assets earlier this year and the renewal of its contracts with Christchurch Airport and Adelaide & Parafield Airports.
The future landscape of the Australian outdoor print market will soon be made known, as the ACCC is due to give its ruling into the proposed purchases of APN from JCDecaux, and Adshel by oOh!media.
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