WORTH ARRIVING EARLY FOR

CHALLENGE

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.

OBSERVATIONS

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.

INSIGHT

It takes very little convincing that you deserve a little indulgence.

APPROACH

“SPOIL YOURSELF”
#WORTHARRIVINGEARLYFOR

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.

EXECUTION

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.

STAGE 1
Remind

Through Quality Data Partnerships, 2^nd Party Data & 3^rd Party Data and clever data segmentation, we served tailored messaging around dining and shopping to relevant in market audiences.

STAGE 2
Nurture

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.

@buddy_franklin23

@elle_ferguson

@nadiafairfax

@biancamaycheah

STAGE 3
SOW

Through deeper and meaningful partnerships with premium, aspirational, leading publishers to leverage the brand, offer and positioning to their audience.

Vogue with one of Australia’s influential editors Edwina McCann

Gourmet Traveller, one of Australia’s most loved food & travel magazine

RESULTS

TESTIMONIALS

“Australian airports amaze me compared to everywhere else.”

“Coolest airport! Wish mine had a cafe like this!”

“We love checking in early so we can shop and a pre-flight feed!”

“I love the airport! Great shot.”

“I love getting to the airport early too.”

” I like to arrive early too!”

“Yes!! As another early airport person, I love this. I only wish they had a blow out bar and nail bar in there. But I still love being there as soon as check in opens.”