Sydney Airport has launched an omnichannel campaign to promote the new SYD X high-end shopping precinct at T1 International terminal to position the upscale retail space as the ultimate destination for outbound travellers.
Using an integrated campaign platform called ‘The Space Between’, Sydney Airport partnered with Enigma to develop the brand strategy and ID with campaign support by the History Will Be Kind agency.
The campaign launch takes a multi-platform approach, featuring OOH, print, social, influencer, digital and performance, and includes a media strategy centred around awareness and behaviour change.
Kicking off the redevelopment in 2019, Sydney Airport set out to change the face of luxury with an ambitious retail strategy to reinvigorate its shopping precinct.
Now home to 20 international luxury brands, including Balenciaga, Celine, Dior, Gucci, Gentle Monster and Louis Vuitton, SYD X officially opened to travellers in February.
Sydney Airport Senior Manager Marketing Amee Evans said: “As the travel sector rebounds and important visitor markets continue opening up, we are now perfectly positioned to capitalise on the opportunity and deliver a standout experience.”
“The launch of SYD X really represents innovation at scale from product and infrastructure to brand, experience and comms.
“We’re thrilled to see it come to life, and are looking forward to building on this platform together with our agency partners and cohort of amazing luxury brands.”
The brand campaign launched with an event in February and the integrated campaign will lead up to the peak travel periods across Easter and the European summer.
For more info, head to sydneyairport.com.au/SYDX
