Sydney’s second international airport, Western Sydney International (Nancy-Bird Walton) Airport, opens in 2026.

The Australian Government is investing up to $5.3 billion to deliver the airport through a government-owned company, Western Sydney Airport. The airport will operate without curfews, delivering international, domestic and freight services. It is expected to support almost 28,000 direct and indirect jobs by 2031 and service up to 10 million passengers a year.

Western Sydney Airport asked for help communicating the benefits of the construction and finished airport to the local community and potential customers. There has been significant discussion in the community about the impact of the construction phase, including flight paths and curfews, increased traffic in the area, employment opportunities and the environmental impact, including the world heritage status of the Blue Mountains.

Our role was to proactively address key discussion points, build trust in the brand, increase community comfort around the construction process, and stimulate customer interest in utilising the airport when it opens.

Western Sydney Airport offered significant freedom for us to challenge the brand’s visual parameters in the development of our graphic approach. The tone of voice and content pillars were developed after a planning meeting, with Western Sydney Airport stakeholders and The Being Group, to interrogate current communications and tone of voice, and identify topics of concern in the community.

It was agreed the best way to meet the client’s objectives was a clear and engaging six-week social media campaign, across LinkedIn, Instagram, Facebook and Twitter. A content calendar was built around the pillars of flight paths, transport, land zoning and fuel pipeline, and the environmental and social impact of construction.

We created a strong, bold, colourful, simple and engaging graphical approach to the storytelling. Tone of voice was both on-brand for Western Sydney Airport and clear, accessible and influential to the audience.

Execution included 18 pieces of content each week, across the six-week campaign period.

The campaign met the client objectives by persuasively engaging an audience on topics of concern around the airport development project and allowed it to address multiple issues at once, throughout the clear, concise and cohesive campaign. Western Sydney Airport also gave strong positive feedback on how the design element of the campaign elevated and refined its existing brand look and feel.

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