Rocker Sta via Unsplash
Transport for NSW is searching for out-of-home advertising partners to take up greenfield billboard opportunities along two major new infrastructure projects, the M12 Motorway and Sydney Gateway.
These high-traffic corridors, one opened in 2024 and the other due in 2026, are being positioned as prime locations for both static and digital billboard installations, creating fresh opportunities for media owners and agencies.
A Transport for NSW spokesperson told AdNews the department is looking for “suitably qualified and experienced organisations” to manage billboard advertising at the new sites under a licensing agreement.
Transport for NSW’s current advertising footprint already spans 798 station boards, 49 digital billboards and advertising placements on more than 3,700 buses and 70 trams.
But the new corridors open up a frontier of high-visibility inventory near two of Sydney’s key airports.
“These are greenfield advertising opportunities that will add to Transport’s existing advertising portfolio across Greater Sydney and regional locations,” the spokesperson said.
The Sydney Gateway is a major new connection from Sydney’s motorway network to Sydney Airport, designed to streamline access to the airport precinct.
Meanwhile, the M12 Motorway will link Western Sydney International Airport at Badgerys Creek with the broader Sydney road network.
The 16-kilometre toll-free M12 corridor will feature multiple road bridges and high-visibility areas for potential billboard placement.
Transport is seeking “end-to-end solutions” from providers who can handle all aspects of OOH advertising operations on the sites.
According to Transport, revenue from billboard assets is not just about media value, it’s reinvested into the network.
“Billboard signage is a strategic part of our advertising asset portfolio,” the spokesperson said.
“Funds raised from these assets are reinvested back into the NSW Transport network to improve services and safety, reduce the financial impact to NSW taxpayers and foster local employment in advertising and supporting industries.”
The M12 is expected to become a major Western Sydney thoroughfare once the airport opens, bringing significant long-term reach for advertisers targeting commuters, airport traffic and the broader Western Sydney community.
The tender closes on October 7.
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