Changi Airport Group (CAG) has partnered with the Singapore Tourism Board (STB) to invest S$35m (US$26m) in a marketing campaign to promote Changi Airport as a destination in its own right, as well as the rest of Singapore.
The two-year partnership will target mutually aligned key international markets, such as Australia, Indonesia, China and India, in order to boost tourism and increase awareness of the region.
One focus of the campaign will involve injecting more local flavor into the airport experience, with plans to showcase local brands and install visual displays of local cultures in every terminal. Another approach will be to pursue branded content opportunities with television programs such as MasterChef Asia, scheduled to air in the second half of 2015.
Lionel Yeo, chief executive, STB, said, “Changi Airport is a key gateway into Singapore and the premier aviation hub in the Asia-Pacific region. CAG is thus an important strategic partner for STB in promoting a quality experience for today’s visitor.
“Singapore and Changi Airport are known for efficiency. There are many other rich aspects about Singapore as a destination that we would like visitors to know more about and experience for themselves. Hence, this collaboration is a tremendous opportunity for us to shape global perceptions by showcasing memorable facets of Singapore, and help generate a desire for the Singapore experience.”
Lee Seow Hiang, CEO, CAG, said, “Singapore and Changi Airport have to rise to the challenge of a highly competitive tourism landscape. This partnership will enable CAG and STB to pool our resources and enhance our joint marketing programs to better capture greater mindshare among tourists to this region.
“CAG is proud to work with STB to promote Singapore and Changi Airport as Asia’s finest gems, bringing to travelers Changi’s signature first-class experience. Together, we aim to continue to grow visitor arrivals to Singapore and passenger movements at Changi Airport.”