Nuance Group launches new brand at Sydney airport

Stefanie Ives

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The travel retailer has unveiled a new tax- and duty-free brand at Sydney International airport

The Nuance Group has unveiled a new retail fascia for its operations at Sydney International airport. The new brand, SYD airport tax and duty-free, will replace the current Downtown Duty-Free branding at Sydney airport.

The move follows Nuance’s successful campaign to re-secure its duty-free retail contract at the airport last year. The new contract began on November 1 2006.

The Nuance Group Australia and New Zealand CEO Christian Strang explained that the launch of SYD is part of a redesign process across the business aimed at improving the customer's retail experience. “This is much more than a change in signage and a lick of paint,” he said. “The SYD brand signals a vast number of improvements that will make Australian duty free shopping the best value in the world. The new brand is designed to be very Sydney, very travel and very retail. The execution of the logo conveys the warm and approachable character of one of the world’s most popular cities.”

Sydney Airport Corp Ltd CEO Russell Balding said: We are extremely excited by the introduction of the SYD brand and all the improvements for customers associated with it. Nuance has put a great team in place and we are looking forward to helping them create the best shopping experience for travellers.”

The launch comes ahead of the federal government’s introduction of new rules for taking liquids, aerosols and gels through security onto international flights from March 31 2007.