SG$35 million marketing deal inked to raise profile of Changi Airport

Changi Airport Group and the Singapore Tourism Board (STB) have inked the biggest deal yet to market Singapore and the airport.This is a two year partnership for joint marketing campaigns that will be launched globally and in “mutually-aligned key markets”, aimed to build affinity with travelers. This initiative aims to shape long-term global perceptions of both Singapore and the Changi Airport, said an official announcement.Lionel Yeo, STB’s chief executive said: “Singapore and Changi Airport are known for efficiency…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.”Onground initiatives include adding “local flavor” to the experience at the airport, with plans to showcase local brands, visual installations of local cultures and other Singapore-inspired displays across all terminals.As for overseas marketing efforts, this will include micro-movie collaboration with local film-maker Royston Tan for the China market to an editorial partnership with Condé Nast Traveller Magazine in India. This is on top of current marketing efforts across the Asia-Pacific region, including key markets such as Australia, Indonesia, China and India. Joint campaigns will also be run via collaboration with trade partners such as travel agents, airlines and cruise liners for relevant packages and itineraries.Another strategy will also be content marketing, with plans to work with media partners “with a global reach” for co-curated content in the works. This includes partnerships such as one with MasterChef Asia to profile Singapore’s culinary heritage.Both organisations have already been working together on initiatives over the past few years, with recent programmes include on-going joint initiatives such as CAG’s Growth and Assistance Incentive programme, MICE programmes, as well as fly-cruise partnerships with cruise operators Princess Cruises & Costa Cruises.