NRMA Insurance gains exclusive airport ad presence with JCDecaux
JCDecaux has secured a long-term media partnership with NRMA Insurance, granting the insurance provider exclusive advertising placements across Sydney and Adelaide airports. The deal covers some of Australia's highest-visibility out-of-home advertising assets, allowing NRMA Insurance to reach more than 50 million airport passengers annually.
Network scale
The agreement spans multiple key locations within the terminals, including aerobridges at Sydney Domestic Terminals T2 and T3. Under a two-year arrangement, these locations will ensure repeated exposure for NRMA Insurance as passengers board and disembark. The coverage extends to new large format sites and high-traffic gateway points, reinforcing the brand's connection with both business and leisure travellers.
In Sydney, the partnership includes the newly developed P7 Statement at T1 International Terminal, reportedly one of the largest large format advertising sites in the Southern Hemisphere at 2,000 square metres. NRMA Insurance will also gain first-mover access to the T3 Atrium Halo, a circular digital installation offering full animation capabilities for high-impact display.
Digital expansion
As a launch partner for six new Digital Large Format assets, NRMA Insurance extends its presence along critical access points such as the Sydney Gateway, including the St Peter's Interchange. JCDecaux's installation at this site provides coverage of all major entry and exit points to Sydney's WestConnex and M8 tunnel system. These new assets are designed to capture the significant traffic volumes moving through these areas each day.
"With over 25 million domestic passengers annually at Sydney Airport alone, high visibility touchpoints across the airport journey allow us to connect with both business and leisure travellers during moments of extended dwell time and high engagement. As NRMA Insurance marks its centenary year, we're utilising premium placements at Sydney and Adelaide airports to reinforce our positioning as A Help Company at scale," said Mark Echo, Executive Manager Channel, Performance Marketing and Effectiveness, NRMA Insurance.
Comprehensive coverage
The arrangement incorporates what JCDecaux describes as journey 'domination' across both airports, utilising integrated packs that offer consistent brand visibility from arrivals to departures. This approach seeks to maintain engagement with travellers at multiple points throughout their airport experience, supported by recently relaunched strategies aiming to provide more efficient brand connection with airport audiences.
NRMA Insurance's advertising will be visible across Goodbye and Hello packs. These branded packages are tailored to offer communication along the entire passenger journey, from check-in and security through to baggage claim and terminal exits.
Strategic partnerships
The partnership was coordinated with media agency Initiative, which highlighted the unique qualities of the airport environment in building brand presence. The deal underscores JCDecaux's strategy for its airport portfolio, focusing on long-term brand associations and comprehensive audience reach through multiple touchpoints.
Jemma Enright, General Manager - Airports, JCDecaux Australia & New Zealand, said: "Our relaunched Airport strategy set out a new vision: build long-term partnerships with leading brands. This partnership reflects the powerful role airports play in connecting brands with audiences during moments of heightened attention. By securing flagship assets at Sydney Airport, supported by consistent visibility across the passenger journey, NRMA Insurance can build a lasting competitive advantage and brand connection with valuable air travellers."
Mark Zaouk, Group Executive Commercial, Sydney Airport, said: "Sydney Airport offers some of the most distinctive and world-class advertising opportunities in Australia. With the addition of new formats, we're further strengthening that position. The partnership with NRMA Insurance shows how leading national brands are choosing Sydney Airport to connect with travellers in meaningful and impactful ways."
Tom Carlon, Head of Investment, IAG at Initiative said: "Our partnership with JCDecaux's Airports portfolio across Sydney and Adelaide takes full advantage of the unique value of the airport environment; extended dwell time, audience quality and emotional intensity. It's a powerful combination for a brand built on help and trust and communicates strong intent as NRMA Insurance aims to prepare and protect Australians for the next 100 years."
