JCDecaux to build media network at Sydney airport

JCDecaux has been awarded the advertising concession for Western Sydney International Airport, marking a long-term agreement to develop a digital out-of-home media network at Sydney’s new aviation hub.

The contract follows a competitive tender process and will see JCDecaux design and operate premium advertising assets across the airport’s internal and external environments. The network will launch in line with the airport’s opening phase in October 2026.

Building a new airport media network

Western Sydney International Airport, also known as Nancy-Bird Walton Airport, is a major infrastructure development designed to serve both domestic and international routes. The facility will open with capacity for around 10 million passengers and is expected to scale over time as demand grows.

From launch, JCDecaux will deploy digital out-of-home infrastructure across key passenger areas, creating advertising opportunities within one of Australia’s newest transport gateways. The company will also collaborate with airport stakeholders and launch partners ahead of opening to establish early commercial activity.

Focus on premium traveller engagement

The airport has been designed by architecture firms including Zaha Hadid Architects, COX Architecture and Woods Bagot, with the aim of supporting a modern, high-capacity transport hub for Western Sydney.

The media network is intended to connect brands with a mix of domestic and international travellers across a 24-hour operating environment. JCDecaux’s approach focuses on creating high-visibility digital advertising placements integrated into passenger flows.

Airport expansion supports long-term opportunity

Western Sydney International is positioned as a key economic driver for the region and is expected to become an important international gateway as airline routes expand. Early partners include carriers such as Qantas, Jetstar, Singapore Airlines and Air New Zealand.

The agreement gives JCDecaux a first-mover advantage in shaping the airport’s advertising ecosystem as passenger volumes grow over time.

Executive perspectives on the partnership

Simon Hickey, Chief Executive Officer of Western Sydney International Airport: "JCDecaux operates premium airport media networks at leading international gateways globally. We’re thrilled to be partnering with them and for businesses and brands to harness this opportunity to deliver creative advertising assets to a diverse and highly engaged audience of domestic and international travellers."

Jean-François Decaux, Chairman of the Executive Board and Co-CEO of JCDecaux: "Western Sydney International Airport is a significant new gateway for Sydney. This new long-term contract enables JCDecaux to design a premium digital airport media network from the ground up, creating exceptional opportunities for brands to connect with domestic and international travellers as the airport scales."

The contract reinforces JCDecaux’s position in airport advertising as it continues to expand its global transport media portfolio.

www.jcdecaux.com

www.wsiairport.com.au

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