SINGAPORE – After a highly competitive pitch involving eight agencies, Changi Airport Group (CAG) has re-appointed J. Walter Thompson Singapore as creative Agency of Record for another three year period.
J. Walter Thompson first won the business in 2013, and will continue its role of advancing the brand’s communication vision across all parts of the business, including operations, commercial, and air hub services. The agency also expanded its remit with Changi in 2014 to include a wider digital portfolio, launching changiairport.com and changiairportgroup.com.
“We are delighted to be continuing our partnership with JWT – to share the exciting Changi Airport story as we roll out new concepts and facilities and to engage with our passengers and fans,” said Ivan Tan, senior VP for corporate and marketing communications at CAG. “Just as we thrive on innovation and creativity in how we manage the airport, we look forward to adopting the same philosophy with JWT in our communications and marketing programs.”
A unique structure that has won over 500 best airport awards, Changi serves some 100 airlines flying to 320 cities in about 80 countries. Changi’s target market includes business and leisure travelers, as well as tourism partners and airlines. With 350 retail stores and 160 F&B outlets, Changi Airport has also introduced concepts such as double-storey stores for wines & spirits and cosmetics & perfumes, a butterfly garden, an indoor slide, and one of the largest kinetic art sculptures in the world. In 2014, Changi Airport set a new record by achieving more than 54.1 million passenger movements.
“We are incredibly proud to have been chose by CAG to continue our partnership,” said Peter Womersley, CEO of J. Walter Thompson Singapore. “It is an honor to play our part in helping further enhance the world famous Changi Airport brand, and contributing toward maintaining its position as the number one airport in the world.”
J. Walter Thompson has created a series of successful campaigns for the airport over the last two years. These include “rethink travel,” a brand campaign that highlights the many unexpected experiences the airport offers and positions Changi as an exciting starting point of the holiday itself. Another examples is “I’m Home,” an online campaign designed to both celebrate the company’s vision and culture, as well as pay tribute to Singapore’s 50th birthday. The agency has also produced a number of successful content series for key markets, including “Behind Changi,” a high-energy content series featuring Singaporean TV host Michelle Chia that shares the untold stories of the people, processes, and technology that makes the airport number one.
“Changi Airport is a truly global brand that every Singaporean can be proud of, and we’re honored to be entrusted with the challenge of co-writing the next chapter in the Changi story,” noted Victor Ng, Executive Creative Director at J. Walter Thompson Singapore. “This is testament to the all-in, all-out teamwork across the agency — something that continues to define our work and culture.”
