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The changing face of Sydney Airport retail

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In December 2006, DRPR was appointed by Sydney Airport Corporation Limited (SACL) as the public relations consultancy for the Airport's Retail & Commercial Development department with a focus on the shopping precincts of T2 domestic terminal and T1 international terminal. At this time, SACL had a brand new marketing team and an exciting $20 million redevelopment of T2 terminal taking place.

DRPR has engaged in a number of PR activities to promote the Airport's terminal shopping facilities, address industry issues and build relationships between SACL and individual retailers, passengers and other key stakeholders such as the media.

Building an effective communication strategy to support and complement marketing and other promotional activities has been a strong focus of DRPR's work for SACL. This has included preparing short term six-month and longer term 18-month communication strategies detailing the objectives, approaches, key messages, tactics and success metrics of public relations activities for these periods.

In April 2007, a successful media launch was held to celebrate the completion of the T2 upgrade, which started in September 2005 and included adding 25 diverse new retailers and extending the retail space from 1,500 square metres to 5,000 square metres. DRPR was instrumental in planning all aspects of the event from inviting journalists to drafting the CEO's speech and advising on the menu for the event. The official launch was attended by a number of journalists from travel and retail magazines and the local newspaper, resulting in media coverage in a range of different media outlets.

Media releases have been drafted to highlight news at Sydney Airport such as the appointment of the new marketing team and the opening of new retail outlets. Along with media releases, DRPR has drafted articles on behalf of SACL for magazines such as Virgin Voyeur.

DRPR has also been involved in ongoing retailer communication by drafting copy for the monthly retailer newsletter, as well as liaising with retailers to source products for various magazine features. Communication strategy documents for issues affecting retail at Sydney Airport such as the introduction of the Liquids, Aerosols & Gels (LAGs) restrictions have also been drafted by DRPR.

SACL has launched a new retail brand which will provide the next focus for DRPR as well as a major T1 redevelopment which will transform the international shopping experience at Sydney Airport.

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