Taking chemistry to new heights

With Western Sydney Airport on the horizon, SYD was conscious of the need to reassert their presence as Sydney’s superior (and Sydneysiders’ favourite) airport. But how do you create chemistry between a frustrated city slowly emerging from COVID and an airport undergoing significant renovations? Our strategy was to tap into the huge sense of pride that Sydneysiders feel for their city, positioning SYD as ambitious, dynamic, optimistic and vibrant as the city and its people. This provided the foundation for a flexible brand identity that could communicate everything from the launch of its revamped luxury retail experience to managing customer sentiment throughout the inconveniences resulting from the rebuild. Our creative platform “Brilliant Sydney” represents Sydney in all its colours. It’s the creativity, ingenuity, and worldliness of this city that make it like nowhere else on earth. At every touchpoint we create chemistry with travellers by showing them the many and varied sides of the Sydney experience.