EYE launches media first with Optus Wi-Fi campaign in Sydney’s T2 domestic terminal

In a media first, EYE has worked with Optus, MPG and Sydney Airport Corporation Limited (SACL) to deliver the first sponsored domestic terminal Wi-Fi network last week, in Sydney’s T2 Domestic Express Terminal.

Optus will exclusively sponsor the Wi-Fi offering, providing travellers with access to the Wi-Fi network in Sydney T2, one of the busiest terminals in Australia. The key objectives for Optus are to position themselves at the forefront of technology with this highly valuable audience and connect with them in the airport environment.

Flyers spend an average 2 hours and 18 minutes in the terminal on around trip. They are technologically savvy with 71 percent owning alaptop and 70 per cent using a mobile internet service.

The significant Eye Fly campaign, including digital and static assets,is running in key areas throughout the terminal where passengers wantto go online and aim to drive Flyers online to use the free service.

Aimee Buchanan, Group Client Service Director at MPG comments: “MPG sawthe Wi-Fi sponsorship opportunity as unique, in that it enables Optusto showcase its’ broadband services in a highly relevant and targetedenvironment. There are very few media opportunities that enable Telcosto align their message with users trialling the product and this wasone of them. Based on this, MPG saw this as forming one of our longterm strategic media placements.”

Robbie Dery, General Manager – Eye Fly ANZ comments, “As airport mediaspecialists, Eye Fly has an in-depth understanding into how Flyers movethrough airport networks and the growing trends in getting online andbeing mobile in the airport. Working with SACL, we were able to deliverthis unique media solution to advertisers and connect brands with thelucrative 13 million Flyers that travel through Sydney T2, in new anddifferent ways.”

Eye Fly reaches over 102 million passengers annually across Australia and New Zealand.