SYD Millionaire Campaign

Sydney Airport

SYD Millionaire Campaign

From sharp strategy to standout experience.

The Brief

Sydney Airport approached Dashing Group with an ambitious challenge:
Create a campaign that would inspire travellers to “Become a SYD Millionaire” while boosting retail spend and raising awareness of the airport’s comprehensive offerings.

Phase 1: Pre-Flight Planning (Creative Strategy)

Dashing unearthed a powerful insight: behind every trip lies a deeper desire for escape and transformation. By tapping into nostalgia and the universal thrill of play, we fused luxury air travel elegance with live game show energy. This strategic approach reimagined the millionaire dream through traveller aspirations, turning ordinary airport moments into high-flying, immersive experiences exclusive to Sydney Airport.

Phase 2: The Check-In (Campaign Creative)

The creative foundation blended Sydney Airport with game-show glitz and luxury travel glamour, centred on escapism that balanced high-end lifestyle dreams with accessible transformation. Hero visuals captured the iconic ‘head in the clouds’ moment: a private jet soaring above golden-lit skies, the SYD Millionaire en route to a new life on the horizon. This became the campaign’s aspirational anchor.

Phase 3 – Boarding (Campaign Experiences)

Dashing transformed Sydney Airport into a living game show through spectacular displays seamlessly integrated with a cutting-edge AR experience.

Experiences we delivered included: Gold Bullionaire created an oversized selfie moment atop gold stacks. Suitcase Trolley transformed everyday luggage by revealing a gold bullion stack, driving entries via ‘Spend, Scan & Enter’. SYD Carousel was the showstopper: a rotating carousel with numbered gold cases, festoon lighting and velvet ropes. The SYD carousel integrated a ‘Bonus Bullion’ AR game-show experience, where visitors chose from the revolving gold cases to uncover bonus extra entries. This AR experience extended to wall banners across terminals, supported by Campaign screen graphics throughout all terminals.

Phase 4 – Take off (Campaign Delivery)

Behind the glamour, sophisticated engineering delivered seamless integration between installations and technology platforms. Dashing created modular, transportable experiences adapted to airport constraints while navigating security compliance and passenger flow optimisation.

In partnership with our digital partner Two-Eyed People, we delivered a digital build featuring AR experiences with real-time gameplay, integrated backend systems for data capture and unified tracking of both digital and physical engagement with bonus prize reveals.

The launch was pure magic. Gold, glamour, and game show energy flooded Sydney Airport, transforming travel moments into extraordinary experiences. The campaign created emotional connections that turned waiting time into playtime, delivering millionaire-making memories passengers shared long after departure.

What our clients say

Great team, personable service. No job is too big or too small, and is always delivered on time and to your brief. It's hard to find suppliers that really care and give everything 110% but these guys do. If they get it wrong, they will do what it takes to get it right, one of my preferred suppliers within Australia

Katrinas BurnsSheridan

Great execution iFit and Dashing team - looks stunning and a great engagement piece for our Rebel customers!! What’s most pleasing for Rebel and iFit is conversion rate and sales productivity!!!

Gary WilliamsRebel Sport

Dashing have grown from being a print provider to an overall service provider. From 2 dimensional print to 3 dimensional display. Supporting with creative inception and solutions to production and installation. We enjoy the partnership and experience of the Dashing Team

Jason TyrrellCountry Road Group

We’ve worked with Dashing on a number of projects. They’ve really taken the time to understand the complexity of our retail footprint and needs as a business. They have an attentive approach and we’ve leaned on their skill on all angles from creative development, production, and bump in. Dashing never cease to amaze me, diving headfirst into bringing innovative ideas to the table and turning them into award winning in-store activations.

Crystal MelvanAustralia Post

Troy and the Dashing team are the perfect match for Luxottica. With our ever-changing Campaigns and fast paced environment, the team are always on hand and ready. Dashing for me has been the biggest support system and strength to our business. I recommend them to any retailer looking for small- or large-scale print, project management, design work and account management. The possibilities are always endless with Dashing

Nic SalernoLuxottica