Campaign details

Advertiser: Changi Airport Group
Brand: Changi Airport Group
Agency: MSL Group India
Country: India

Situation analysis

"Of all the books in the world, the best stories are found in between the pages of a passport."

And quite a few exciting stories are born at airports. This very sentiment is what Singapore's Changi Airport wanted to communicate to its sixth largest market – India. Despite the large population of Indian passenger movement (3.67 million), Changi was unable to unlock the total potential of racking in sales. The major reason was very basic – travelers being unaware of Changi Airport's slew of facilities and retail experience. Therefore, Changi Airport's agenda was to reach out to Indian travelers and familiarize them with the lucrative retail experience at this transit airport. Subsequently, increase sales by driving the message of Changi Airport being among the best transit airports.