Outdoor media company JCDecaux has turned Sydney Trains’ walk-through tunnel between Wynyard train station and Barangaroo into a multi-asset destination, called the Westpac Walk.
JCDecaux and Westpac have a seven-year partnership for the tunnel, where Westpac will display advertising for 75% of the time. The remaining 25% is committed to Dyson up until 2024 to showcase its flagship store on George Street, Sydney.
Max Eburne, chief commercial officer JCDecaux, said 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.
"Our long-term partnership with Westpac offers an unparalleled opportunity for them to engage with the community," Eburne said.
This 180m long walkway connects Wynyard Station – one of Sydney’s busiest morning commuter stations - to the Western CBD and Barangaroo. The tunnel has the capacity to accommodate around 20,000 pedestrians passing through every hour. Westpac Walk connects with desirable audiences including those traveling, working and living in the city.
Ben White, national director, customer growth, said JCDecaux is delighted to further strengthen their 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 50% 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."
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