Changi Airport Group (CAG) and Singapore Tourism Board (STB) have inked a strategic marketing deal that see them jointly investing S$35 million to boost awareness of and arrivals to both Singapore and Changi Airport.
Changi Airport to have more local flavour to make it a must-see attraction in Singapore. (Image credit: bayuharsa/iStock)
Billed as the “largest strategic partnership between CAG and STB to date”, the two-year partnership will see the two organisations embark on joint marketing campaigns, globally and in mutually aligned key markets, to build “greater affinity and emotional ties with travellers.”
To achieve this, CAG and STB will undertake numerous initiatives that will include:
• Injecting 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.
• Enhancing marketing efforts across the Asia Pacific region including key markets, such as Australia, Indonesia, China and India, to promote Singapore as an ideal holiday and lifestyle destination.
• Carrying out joint campaigns with travel agents, airlines and cruise liners to curate relevant packages and itineraries for travellers to experience Singapore.
• Partnering with Singapore Airlines to develop and market products that would provide visitors with more enjoyable experiences in Singapore.
Partnership aims to promote Singapore as a holiday and lifestyle destination. (Image credit: MasterLu/iStock)
Commenting on the alliance Lionel Yeo, STB’s chief executive, 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.”
Lee Seow Hiang, CAG’s chief executive officer, added that the pooling or resources through the partnership would “enhance our joint marketing programmes to better capture greater mindshare among tourists to this region.”
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