Jewel Changi banks on sensory experience for fifth year anniversary campaign

In celebration of Jewel Changi Airport's fifth year anniversary, it is taking off with a large-scale campaign that takes viewers on a multi-sensory journey to experience the world-class lifestyle destination. To kickstart the campaign, released a 60-second film called "Jewel. What A Feeling".

The film takes viewers on a one-minute journey through the 135,700 square meter travel hub’s indoor gardens, leisure attractions, and retail and dining offerings. Its fast pace, engaging camera angles, and shots bring a world of up-close sensory experiences to life on screen.

A blend of dance, jazz, and ambient soundtracks further connects viewers with the celebration unfolding at Jewel.

Don't miss: Jewel Changi sees 26% footfall increase, 20% increase in sales

Whether it's sliding down the long slides, admiring the iconic indoor waterfall or spending time shopping at stores, there is something for everyone.

Directed by Sean Ng from production house AMOK, the campaign also includes three shorter videos for each of Jewel’s three product categories—retail, dining, and leisure. Launched on 17 April, the campaign is further supported in OOH, digital, social, cinema, and mall display media placements.

“Through this campaign, we’re excited to showcase different facets of Jewel to both local residents and overseas travellers," added Nigel Chia, head of marketing and partnerships at Jewel Changi Airport Development.

He added that the team want to show that Jewel isn’t just a destination where the world meets Singapore and Singapore meets the world - it’s also a place that brings together positive emotions through a vibrant tapestry of shopping, dining, and entertaining experiences.

"We are excited to collaborate with Tribal Worldwide on this brand campaign launch, and we hope that our visitors are just as excited as we are to see Jewel in a different light,” said Chia.

“Given our vested interest in the Jewel brand, this campaign marks a homecoming for Tribal Worldwide," said Jeff Cheong, CEO of DDB Group Singapore which worked with Jewel on the campaign.

"Five years after bringing the brand to life, we are back to celebrate this remarkable icon, which continues to raise the bar for travel hubs globally. With this campaign, we are transporting viewers from different walks of life into the wonderful world of Jewel to experience every sight, taste, and sound,” he added. 

In 2019, Tribal Worldwide was the creative team behind the launch of the Jewel brand when the landmark complex first opened its doors after four years of construction.

The agency also handles iShopChangi’s creative and digital mandate, plus retail marketing duties. Tribal Worldwide won the anniversary campaign after a competitive pitch, coinciding with Singapore’s strong tourism recovery and ongoing visitor and spending hikes, which continue to gain momentum in 2024.

Jewel is now partnering Tribal Worldwide as part of its year-long anniversary celebration. 

This comes as Jewel Changi Airport registered a 26% increase in footfall traffic for financial year 23/24 as compared to the previous year.  Overall sales also grew by 20%, it said in a statement in April this year. 

Of the total footfall registered, 30% were overseas travellers, with the top five nationalities being tourists from China, Malaysia, Taiwan, United States of America and Indonesia.

Jewel’s attractions located at the Canopy Park also saw increasing patronage, with a 12% growth in total visitor numbers and a 35% increase in sales. Its Double Rewards loyalty programme also saw more than 10% rise in the membership base.

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