Changi Airport, STB join hands in S$35m marketing deal

IN one of their biggest tie-ups yet, Changi Airport Group (CAG) and the Singapore Tourism Board (STB) are investing S$35 million in total to boost visitorship to Singapore and the airport.

Under the two-year partnership, both organisations will roll out joint marketing campaigns globally and within key markets such as Australia, Indonesia, China and India. STB and CAG are working towards sustainable annual growth in visitor arrivals of 3-4 per cent over the next decade.

One of the initiatives is to feature local brands, visual installations of local cultures and other Singapore-inspired displays in Changi's terminals.

Meanwhile, the reality series MasterChef Asia will profile Singapore's culinary heritage and local delights which have become a favourite with tourists.

STB chief executive Lionel Yeo said: "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. 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."

Lee Seow Hiang, CAG's chief executive, added: "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."