Sydney Airport’s campaign demonstrates how PR and storytelling can influence traveller behaviour and improve large-scale passenger experiences.

The Challenge

Battling the growth of Sydney CBD's luxury precinct and reduced consumer dwell time within the international terminal, our challenge was to put SYD X – Sydney Airport's new luxury precinct – firmly on the agenda of travellers, showcasing it as Australia's ultimate luxury shopping experience, worth arriving early for.

We engaged celebrity shopper and emerging fashion icon, Gab Waller, as a key ambassador, shooting and sharing content to showcase the precinct and its luxury brands, including the likes of Louis Vuitton, Loewe and Gentle Monster.

Gab was also used as a key spokesperson for earned media, as part of a three-phased storytelling strategy to fuel excitement over time, and to amplify the precinct's official launch event.

To extend our reach and build stunning assets, we also worked with Australia’s fashion influencer elite, including Tara Milk Tea, and Sydney Airport's social team to deliver a launch with serious impact.