JCDecaux has inked a long-term airport media partnership with NRMA Insurance via Initiative, securing some of the most high-impact advertising real estate in the country across Sydney and Adelaide airports.
The deal positions NRMA Insurance as one of Australia’s most visible travel-environment brands, reaching more than 50 million passengers each year.
Premium placements include aerobridges at Sydney Domestic Terminals T2 and T3, the 2,000-square-metre P7 Statement at Sydney International, first-mover access to the new T3 Atrium Halo, and launch-partner status across six digital large-format sites along the Sydney Gateway and St Peters Interchange.
“A new era for airport media”
JCDecaux Australia & New Zealand general manager of airports Jemma Enright said the partnership reflects how the company has reimagined its airport strategy to deliver richer, multi-layered brand experiences.
“We set out about a year ago to fundamentally change the way brands think about the airport environment,” Enright told Mediaweek.
“Around this time last year we held a launch at the Sydney Opera House to showcase that evolution – and our conversations with NRMA started soon after.”
She said airports now cater to a broader traveller mix, from high-value business flyers to younger audiences seeking experiential moments.
“Passenger growth has been very strong this year, especially internationally,” she said.
“Airports have invested heavily in upgrading the experience, which means brands can connect with travellers in positive, emotionally resonant ways.”
Jemma Enright
Deeper, longer, smarter partnerships
Enright added that NRMA’s two-year commitment to JCDecaux’s domestic aerobridge network is a significant step forward.
“Typically, these partnerships run year-to-year, but this longer-term approach allows us to work more deeply with the client and agency,” she said.
“We have regular forums with Sydney Airport, the agency, and the client, which lets us explore new opportunities across and even beyond our network.”
She also highlighted JCDecaux’s growing focus on experiential activations – part of its “immersive experiences” pillar – with the T3 Halo screen serving as a key platform for creative storytelling.
“We’ve seen brands measure strong social amplification and engagement from these activations,” Enright said.
“When travellers are in a positive mindset, that feeling transfers directly to the brands they encounter.”
Setting the standard for the creator economy of travel
The NRMA partnership rounds out JCDecaux’s coverage of every major Sydney gateway, from the M8 tunnel system to airport arrival halls, cementing the company’s dominance in premium travel environments.
“It’s a great time to be in the airport space,” Enright said.
“We’re seeing growth, innovation and optimism across the board – and partnerships like this show the true potential of airports as brand-building platforms.”
The JCDecaux and NRMA agreement is effective immediately.