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Sydney Airport

Sydney Airport Corporation Limited (SACL) has a reputation around the world for exceptionally high levels of passenger service as well as outstanding facilities for airlines and other aviation-related businesses. In 2007 SACL employed a brand new marketing team and undertook an exciting $20 million redevelopment of the T2 terminal. SACL employed DRPR to assist with communication to its key stakeholders.

Campaign aims

  • To promote the retail & commercial redevelopment with a focus on the shopping precincts of the T2 domestic and T1 international terminals
  • To provide strategic advice to address industry issues
  • To assist with building relationships between SACL and individual retailers, passengers and other key stakeholders such as the media.

What we achieved
In April 2007, DRPR organised a media launch to celebrate the completion of the T2 upgrade. The 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.

Ongoing retailer communication was also established by DRPR by drafting copy for the monthly retailer newsletter, as well as liaising with retailers to source products for various magazine features.

DRPR helped put Sydney Airport in a better position to handle any issues that may have arisen by developing communication strategy documents. These documents dealt with issues affecting retail at Sydney Airport such as the introduction of the Liquids, Aerosols & Gels (LAGs) restrictions.

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