SINGAPORE. Changi Airport Group (CAG) and Singapore Tourism Board (STB) have announced a S$35 million (US$25.8 million) joint investment to drive visitorship to both Singapore and Changi Airport.
The collaboration is the largest strategic partnership between the two organisations to date, and will see CAG and STB working towards sustainable annual growth in visitor arrivals of 3-4% over the next decade. They will embark on joint marketing campaigns – globally and within mutually-aligned key markets – aimed at “building greater affinity and emotional ties with travellers”.
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“This partnership will enable CAG and STB to pool our resources and enhance our joint marketing programmes to better capture greater mindshare among tourists to this region.“ |
Lee Seow Hiang Chief Executive Officer Changi Airport Group |
One of the cornerstones of the two-year 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 Changi terminals.
Having previously worked on various overseas joint marketing campaigns, CAG and STB will deepen their marketing efforts across the Asia Pacific region, including key markets such as Australia, Indonesia, China and India. This will be supported by close collaboration with trade partners such as travel agents, airlines and cruise liners to curate relevant packages and itineraries for travellers.
In the months to come, CAG and STB will also partner with Singapore Airlines to develop and market products to visitors.
Singapore Tourism Board Chief Executive Lionel Yeo 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,” Yeo explained.
Changi Airport Group Chief Executive Officer Lee Seow Hiang said: “Singapore and Changi Airport have to rise to the challenge of a highly competitive tourism landscape. This partnership will enable CAG and STB to pool our resources and enhance our joint marketing programmes to better capture greater mindshare among tourists to this region.
“CAG is proud to work with STB to promote Singapore and Changi Airport as Asia’s finest gems, bringing to travellers Changi’s signature first-class experience. Together, we aim to continue to grow visitor arrivals to Singapore and passenger movements at Changi Airport.”
Previous collaborations between CAG and STB include CAG’s Growth and Assistance Incentive programme, MICE programmes, as well as fly-cruise partnerships with cruise operators Princess Cruises & Costa Cruises.
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The partnership between Changi Airport Group and Singapore Tourism Board should bode well for Changi Airport concessionaires such as The Shilla Duty Free and DFS Group |
