Sydney Airport 'Takes Off' for inviting new campaign focused on locals

Sydney Airport has launched its new brand platform that invites Sydneysiders to embrace their next travel destination.

The “Life Takes Off When You Do” campaign saw independent media agency Bench, partner with travel search engine Kayak and creative agency Common Ventures.

Bench designed a media strategy that places the campaign at the intersection of innovation and immersion, with a heavy focus on high-impact, contextually relevant formats across multiple touchpoints designed to inspire travel at every turn.

"This campaign celebrates the emotional and physical lift-off that comes with travel," Nate Vella, Brand Strategy Lead at Bench said. "We set out to design a media experience that doesn’t just show the journey – it feels like the start of one, encouraging inspiration and immersion from the outset."

Bench showcased the campaign’s hero video asset within Netflix’s premium, full-screen ad environment, and leaned into increased foot traffic across the city during Vivid, by delivering sound-on video across JCDecaux’s XTrack TV network in the CBD and Eastern Suburbs, capturing attention in high-density transit zones.

This combined with Kargo’s standout Lighthouse and Runway formats - which use dynamic, full-screen creative to connect with travel intenders as they browse and scroll - bring the scenic and emotive visuals of the campaign directly into the daily lives of Sydney-siders.

Shane Hodges, General Manager Strategic Aviation Development Sydney Airport, said: "This campaign is designed to reignite the excitement of travel, starting with the moment you begin planning your trip, and we’re extremely proud that in that journey, Sydney Airport as Australia’s premier international gateway, plays a key role in making it all happen."

The campaign is live in Sydney across BVOD, SVOD, DOOH, and High Impact Display over curated publishers for the remainder of 2025.

CREDITS
Media Agency: Bench Media
Brand Strategy Lead – Nate Vella
Performance Manager – Olivia Bain

Client: Sydney Airport
General Manager, Strategic Aviation Development – Shane Hodges
Head of Aviation Partnerships – Christina Werkstetter
Senior Manager, Aviation Marketing & Tourism Development – Heather Young
Aviation Marketing Specialist – Ryan Archibald
Senior Manager Media, Brand & Communications – Fiona Wood

Creative Agency: Common Ventures

Executive Creative Director – Jane Burhop
Client Lead – Alex Don

Production company: Watch Out (Paris)
Artist – Anomaly
Agent / Producer – Anne Lecerf
Producer – Virginie Couturier
Production Coordinator – Margaux Thieblin
Motion Designer – Guillaume Colas

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