JCDecaux, Westpac take over Sydney’s Wynyard to Barangaroo tunnel in new OOH partnership
Westpac Walk at the Wynyard to Barangaroo tunnel in Sydney
JCDecaux has announced a seven-year partnership with Westpac on a new out-of-home project at the walk-through tunnel between Sydney’s Wynyard Train Station and Barangaroo, Westpac Walk.
Westpac will display its bespoke community content and advertising along the 180 metre long walkway, taking 75% of the total share of time across all the Westpac Walk assets. The remaining 25% is committed to Dyson, whose partnership will run until 2024.
Westpac Walk at the Wynyard to Barangaroo tunnel in Sydney
JCDecaux said the project is the first time the walk-through was used as an out of home branding and community communication opportunity since its completion in 2018.
“This is the first partnership of its kind where JCDecaux has commercially transformed an iconic landmark for the benefit of the brands we partner with, the community and our contract partners,” JCDecaux chief commercial officer Max Eburne said.
“Our long-term partnership with Westpac offers an unparalleled opportunity for them to engage with the community.”
JCDecaux national director of customer growth Ben White said: “We’re delighted to further strengthen our relationship with Westpac. A unique part of our partnership is the community connection and content Westpac are displaying. In this busy 24/7 pedestrian area, the uniquely shaped digital large format assets will display bespoke community messaging for fifty per cent of the total display time.”
“Westpac will curate a variety of social interest or community focused content, such as information on special events, sports news and updates, local events, sustainability, environmental projects, and public artworks initiatives. This architecturally designed environment also provides a unique opportunity for effective, long-term brand connection for Westpac.”
We’ve all heard stories of marketers who buy the nearest billboards to their office to impress the boss but this takes it to a whole new level.
Westpac buys the subway under its own office for seven years – “Gosh I see our ads everywhere, all the time!”