CHANGI Airport Group (CAG) and Singapore Tourism Board (STB) have agreed to invest S$35 million (US$25.6 million) to “shape and enhance long-term global perceptions of both Singapore and Changi Airport as destinations in their own right”.
Under the terms of the two-year partnership agreement signed, both organisations will embark on joint marketing campaigns globally and within mutually aligned key markets.
Plans include showcasing local brands, visual installations of local cultures and other Singapore-inspired displays across all of the airport’s terminals, intensifying marketing efforts across Asia-Pacific in close collaboration with trade partners to curate relevant packages and itineraries for travellers, and securing global media partnerships for branded content opportunities such as MasterChef Asia.
Soon, CAG and STB will also partner with Singapore Airlines for product development and marketing.
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. 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.”
In a joint release, both parties said the partnership is timely and valuable “against the backdrop of a challenging market environment”, and “represents the collective determination of both organisations to work towards sustainable annual growth in visitor arrivals of three to four per cent over the next decade”.
