Marketing the Singapore Air Hub

Initiatives for continued success

CAG strongly believes that Changi Airport’s success is inter-twined with those of our airline and trade partners. We are hence committed to supporting our partners in their growth at Changi through joint marketing and promotion efforts. 

In addition to constant engagement with our partners to understand their needs, CAG also rolls out initiatives in these four key areas: 

 

Stimulating travel demand

To spur travel demand, CAG taps on suitable overseas platforms to bring Singapore and Changi Airport to our target audience. This is aimed at gaining greater visibility and top-of-mind awareness of Singapore and Changi’s offerings. Working with airlines and travel trade partners, attractive tour packages promoting Singapore as a preferred holiday destination are also offered.

To gain visibility, CAG participated in various tradeshows and road shows in different countries.

 

To grow transfer traffic at Changi, CAG developed the Changi Transit Programme, where passengers of our partner airlines can enjoy shopping vouchers when they transit in Singapore, thereby enhancing our airline partner’s product as well as passengers’ experience at Changi.

Not forgetting outbound passengers, CAG runs celebratory advertisements in main local newspapers to welcome new airlines and generate awareness of their offerings in the Singapore readership. In-airport events featuring destinations Singapore is connected to are also held regularly, to provide more information of these locations to the public in an engaging manner, and encourage travel demand to the featured cities.

 

Developing new market segments

To ensure sustained growth for travel demand, CAG introduced various new initiatives to expand and grow our catchment traffic and develop new market segments with our airlines and trade partners. These initiatives, such as fly-cruise, also promote a multi-modal hub to cater to the needs of a wide range of travellers.

In addition to providing support, CAG also organises the annual Changi Airline Awards to express our appreciation and recognition to our airline partners, as well as to celebrate the partnership and achievements of the Changi family of airlines. Apart from honouring top airlines by growth and carriage, airlines are also recognised for their innovation and partnerships through the Best Airline Marketing Award, as well as the prestigious Partner of the Year Award.

 

Providing effective networking platforms

CAG organises a range of networking platforms both locally and overseas, to enable airlines and trade partners to interact and jointly discuss potential collaborations. Industry speakers are also invited to these platforms to share latest industry developments, outlook and insights.

Networking platforms such as Changi Interline Conference enables airlines and trade partners get updated with the latest trends in and offerings in the travel sector.

 

Enhancing experiences at Changi

Last but not least, strong emphasis is placed on ensuring a pleasant experience for all travellers passing through Changi. CAG does this by putting the passenger in the heart of all we do, and constantly looks at ways to improve every touch point with passengers, from the facilities in the terminals to the service provided. 

On a broader scale, new developments at Changi Airport such as Terminal 4 and Jewel Changi Airport (Jewel) serve to expand Changi’s offerings, as well as bring new paradigms of the travel experience to travellers. 

For instance, travellers will be able to experience the full suite of self-service options through Changi’s Fast and Seamless (FAST) programme when they travel through Terminal 4 later in the year, from self-check in and bag drop, to immigration clearance and boarding. When Jewel opens in 2019, travellers will also be treated to brand new experiences such the tallest indoor waterfall in the world, the largest collection of indoor plants in Singapore and first-of-its-kind play attractions such as canopy mazes and walking nets.

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