Changi Airport Group, Singapore Tourism Board ink $35m deal to boost visitor numbers

This is their largest strategic marketing deal to date.

Changi Airport Group (CAG) and Singapore Tourism Board (STB) have inked a $35m deal to boost awareness of and visitorship to both Singapore and Changi Airport. 

The two-year collaboration is the largest strategic partnership between CAG and STB to date. Both organizations will embark on joint marketing campaigns aimed at building greater affinity and emotional ties with travellers.

One of the partnership’s cornerstones is to inject more local flavour to the in-airport experience. There are plans to showcase local brands, visual installations of local cultures and other Singapore-inspired displays across all terminals to make Changi Airport a destination unto itself.

In the months to come, CAG and STB will also team up with Singapore Airlines to develop and market products that would provide visitors more compelling and enjoyable experiences in Singapore.

CAG and STB will also engage media partners with a global reach to better engage travellers through a series of co-curated content.