WORTH ARRIVING EARLY FOR
Travelers aren’t aware of what’s available at Sydney Airport despite having an average of 50mins dwell-time prior to departure.
Sydney Airport tasked HYLAND with reminding and inspiring travellers prior to their travel to allow enough time to enjoy the experience.
HIGH DWELL TIME, FEMALE AUDIENCE, HIGH PROPENSITY TO SPEND ON MEDIUM TO HIGH BRANDS
Audience is so broad from vacations to business travelling.
Multiple travelling for business or holidays.
45- 50mins average dwell-time of passengers at Sydney T2.
47% of passengers are under 30 years of age.
47% of passengers are female.
71% purchased casual dining precinct
High propensity for passengers to spend on medium & high-end brands at T3.
It takes very little convincing that you deserve a little indulgence.
Increase awareness and remind people prior to travel. Spoil yourself means very different things to people;
Purchasing a luxury item or enjoying the time for a fine dining experience or rewarding yourself.
BY TAPPING INTO THEIR SENSE OF INFLUENCE, WE WERE ABLE TO CREATE A CUSTOMISED CUSTOMER EXPERIENCE.
With media and creative, we wanted to best bring people into this frame of mind.
Creating the holiday experience before reaching Sydney Airport was pivotal. Therefore, both consumer & communication experience had to go hand-in-hand.
Through Quality Data Partnerships, 2nd Party Data & 3rd Party Data and clever data segmentation, we served tailored messaging around dining and shopping to relevant in market audiences.
Through trusted publishers & social formats which allow longer, deeper conversations with our audience.
By partnering with content creators who our audience aspire to be like, look up to and engage with on a daily basis.
Connecting to relevant topics and articles throughout the campaign.
Through deeper and meaningful partnerships with premium, aspirational, leading publishers to leverage the brand, offer and positioning to their audience.