Changi Airport and Singapore Tourism Board ink marketing deal

APR 1, 2015: Changi Airport Group (CAG) and Singapore Tourism Board (STB) are investing a combined S$35 million to boost awareness of and visitorship to both Singapore and Changi Airport. The collaboration is the largest strategic partnership between CAG and STB to date.

The two-year partnership will see both organizations embark on joint marketing campaigns – globally and within mutually-aligned key markets – aimed at building greater affinity and emotional ties with travellers. This initiative aims to shape and enhance long-term global perceptions of both Singapore and the award-winning Changi Airport as destinations in their own right and thereby driving tourist traffic to and beyond Singapore.

One of the cornerstones of this partnership is to inject more local flavour to the in-airport experience, with plans to showcase local brands, visual installations of local cultures and other Singapore-inspired displays across all terminals. Together with the amenities and facilities currently offered, these displays would make Changi Airport a must-see attraction in itself in Singapore.

CAG and STB have previously embarked on various overseas joint marketing campaigns, from a micro-movie collaboration with local film-maker Royston Tan for the China market to an editorial partnership with Condé Nast Traveller Magazine in India. Riding on the momentum of these efforts, the two organisations will deepen their marketing efforts across the Asia-Pacific region, including key markets such as Australia, Indonesia, China and India. These collaborations will boost both parties’ efforts to shape a regional appreciation of Singapore as an ideal holiday and lifestyle destination.

CAG and STB also plan to work with established media partners with a global reach to better engage today’s increasingly discerning traveller through a myriad of co-curated content. Complementing these media partnerships are branded content opportunities that CAG and STB are jointly pursuing, such as MasterChef Asia. The Asian edition of the hit reality series, slated to air in the second half of 2015, will profile Singapore’s colourful and rich culinary heritage – which has made us a dining hotspot among many visitors – through a highly popular TV series, showcasing our multi-faceted city to a global audience.

Lionel Yeo, STB’s Chief Executive said, “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.”