Corporate Relations

Corporate Relations Planning

Final Report

Diploma in Advertising & PR / T2P2

A PR Proposal on
Changi Airport

Done By:

Jacinth Reveenthran - Account Director

(S10134896G)
Justin Choo - Assistant Account Director
(S10141193C)
Dominic Lam - Research Director
(S10138963H)
Nur Afiana Binte Abdul Razid - Creative Director
(S10149449G)
Kelvin Tsoi Chun Hoe- Media Strategist
(S10145818G)

COVER PAGE

1
Executive Summary 3

Introduction 4

Situational Analysis
• SWOT Analysis 4
• PEST Analysis 5
• Competitor Analysis 6
• Past Campaigns 8

Survey Research Findings 8

Problem Statement 9

Campaign Goal
9

Campaign Objectives 10

Target Publics 10

Strategies
• Message strategies 12
• Action Strategies 13
• Media Strategies 14

Action Plan 15

Implementation Plan 17

Budget Details 18

Evaluation 19

Appendices
Details of competitors 20
Details of past campaigns 22
Survey Research Findings 25
Details of message strategies 28
Details of Passport booklet 29
Details of print and online advertisements
30
Details of online posters 31
Details of news insert 31
Details of journalists 32
Details of popular non-media connectors 33
Event and Tactic details 34
News releases and email pitches
37
Implementation table & Calendar of events 42
Survey Form 46
Survey Results 50
Work Allocation 52
Works Cited Page 54
Visuals 56

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 1. Executive Summary
As Singapore gets ready to celebrate its 50th anniversary in 2015, Changi Airport
faces a challenge of coming up with a unique initiative to celebrate this
milestone with its consumers in a meaningful way.

As an agency, we were tasked to develop a six-month corporate communication

plan aimed to enhance the visibility and awareness of Changi Airport’s exclusive
amenities and services, and reinforce the Airport’s image as a true Singapore
icon, with the possibility of leveraging on Singapore’s golden jubilee.

This report contains the details of the proposed campaign, including the
campaign’s key message, goal, objectives and the action plan and tactics that
will enable us to ultimately achieve our goal of positioning Changi Airport as a
modern icon.

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 2. Introduction
Changi Airport is a world class, award-winning airport that was first expanded
from Changi Air Base through various land reclamation projects.

Mission
To be the world’s leading airport company, growing a vibrant air-hub in
Singapore and enhancing the communities they serve world-wide.

Vision
“Exceptional people, connecting lives”

Values
To be committed to their customers, succeed with their partners, be the best in
their business and take value and appreciation of their staff.

Corporate Social Responsibility & Efficient Services

As the leading air-hub in Asia, they also have a corporate social responsibility
program through the Changi foundation and maintain a strict environmental
policy with its 3 distinctive terminals and unique features like the Skytrain.

Changi Airport also provides efficient, reliable and quality services,

complemented by a wide array of retail and dining options, promising exciting
events and promotions all year-round.

3. Situational Analysis

3.1 SWOT Analysis

1. Strengths
Changi Airport has established itself as world’s greatest airport and has won
several best airport awards, for example: Best International Airport and
Favourite International Airport.
It is well facilitated and is recognised by most as a shopping destination, catered
for tourist attraction. In addition, Changi Airport has shops and facilities catering
to a myriad of ages, from kids to even the elderly, with most of these facilities
being exclusive to Changi Airport.

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 2. Weaknesses
There have been many complains about the awful services from the staff at
Changi Airport found online. One such case is: A FT manager of Changi Airport,
who was caught being rude to some Singaporeans, screaming and shouting at
them.
Such negative behaviour from the staff at Changi Airport may tarnish the
overall reputation of the Airport.

3. Opportunities
The new Terminal 4 is in the planning stage. There is no current brand equity
for Terminal 4 yet. This provides an opportunity for Changi Airport to provide a
unique and different brand identity to Terminal 4, as compared to the other
three terminals.

4. Threats
The airline industry is getting busier, for example, the increase in the number of
goods shipped by airmail. Changi Airport will need to be able to handle more air
traffic without expanding into more terminals.
Moreover, other airports such as in Seoul and Beijing are catching up, which
may take the number one spot from Changi Airport in the future. Changi Airport
may face a challenge of coming up with unique facilities and services to stay
competitive and relevant with the international airports.

3.2 PEST Analysis

1. Political
Changi Airport is a wholly owned subsidiary of the Singapore government
investment and holdings firm, Temasek Holdings. Temasek Holdings is the
majority shareholder with an additional 54% shareholding of the Singapore
Airlines.

2. Economical

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 Recently, Changi Airport expanded to accommodate the increasing number of
flights and carrier services. This gives people more options to choose their flight
carriers and increases the total handling capacity of Changi Airport.
The airport has also increased opportunities for low-cost travels. With the
increase in the number of daily flights, the increasing tourism rates will
encourage more patronage to Changi Airport and repeated visits for tourists and
locals.

3. Social
Flight services can now be done online, hence decreasing the significance of
frontline jobs that actually help to assist consumers for these services.
The rise of social media also shows a trend of people speaking out about bad
experiences online, rather than speaking directly to the customer service
personnel.

4. Technological
There is an increase in the number of people booking flights, making payments
and checking into flights online. Human interaction between customers and
customer service personnel are decreasing.

Changi Airport Group is also investing in cutting-edge technologies to enhance

the passenger experience. Real-time flight information is readily available for
passengers on the move on their mobile devices.

3.3 Competitor Analysis

Our agency has identified four modern icons in Singapore that are deemed to
be direct competitors of Changi Airport. [Refer to Page 20, Appendix 1. Details
of competitors]

1. Marina Bay Sands (MBS)

Marina Bay Sands (MBS) is an integrated resort and casino owned and
operated by Las Vegas Sands. Many times, MBS has been included into game

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 backdrops alongside the Merlion to mark the map as Singapore, showing how
MBS is recognised as an SG icon internationally.
Both MBS and Changi Airport aim to be world-class destinations, providing
world-class facilities and services to its consumers. While MBS is already
perceived as a local modern icon by Singaporeans, Changi Airport struggles in
terms of recognition to be perceived as a modern Singapore icon by locals.

2. Singapore Flyer
Opened in 2008 and owned by Singapore flyer Pte Ltd, the Singapore Flyer
used to be the World’s tallest ferris wheel until the record was taken by High
Roller in Las Vegas.
The Singapore Flyer is easily recognizable due to its location (near MBS) and
its prominence in many travel brochures. It also aims to be Singapore’s most
iconic attraction, thus being a direct competitor to Changi Airport.

3. Esplanade
The Esplanade was designed by late and world renowned acoustician and
theatre planner, Russell Johnson of ARTEC consultants. It is easily recognized
for its unique physical appearance, and has won several awards for it.
The Esplanade symbolises the arts scene in Singapore and has been featured
as part of the Singapore Skyline and in major events such as F1. Its distinct role
of being the venue for cultural exhibitions and performances plays a significant
role in adding value to its image of being a modern icon of Singapore. This
makes the Esplanade a competitor of Changi Airport.

4. Resorts World Sentosa (RWS)

Resorts World Sentosa (RWS) is Asia’s ultimate destination resort and is wholly
owned by Genting Singapore. Moreover, it was named the “Best Integrated
Resort” from 2011 to 2013 at the TTG Travel Awards.
RWS aims to be the ultimate destination resort for tourists and Singaporean
families alike. Due to the highly popular Universal Studios Singapore, RWS is
able to easily attract locals and tourists. Both RWS and Changi Airport target the
same publics and share the same vision of being an iconic destination.

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 However, Changi Airport may lose out to RWS in terms of being perceived as a
modern icon, as the latter is more popular and iconic than Changi Airport.

3.4 Past Campaigns

1. ‘Enchanting Japan Travel Fair’ Campaign
Changi Airport organised a travel fair at Terminal 3 to boost consumer
confidence and also promote travel and tourism to Japan, ever since Japan was
hit with the strongest earthquake and tsunami disasters in 2011. [Refer to Page
22, Appendix 2. Details of past campaigns]

2. ‘Rethink Travel’ Campaign

This campaign took place last year with the objective to invite consumers to
rethink travel with a new brand campaign that highlights the unexpected instead
of the common.
It aimed to highlight the exclusive experiences that Changi Airport offered and to
position itself as an exciting start for all of the consumers’ vacation. [Refer to
Page 22, Appendix 2. Details of past campaigns]

3. ‘The Feeling is First Class’ Campaign

This campaign was done to communicate Changi Airport’s brand appeal as well
as its experience to travellers and potential consumers. It also touched on the
heartstrings and emotional quotient by focusing on the travelers’ experience.
[Refer to Page 22, Appendix 2. Details of past campaigns]

4. Survey Research Findings

The objectives of the survey are:

• To find out the reasons why people visit Changi Airport.

• To determine events Changi Airport can do for SG50.

• To determine if people perceive Changi Airport to be iconic.

• To determine the best media platforms to reach out to target publics.

A total of 60 respondents with an equal number of gender and age groups

attempted the survey.

From our survey on the reasons people visit Changi Airport, 55% stated
reasons for travelling while 11% stated the food. 18% would visit the airport to

8
 chill out with their friends and families. This indicates that most people do not
visit Changi for it’s retail services.

Furthermore, 23% picked discounts for all stores and restaurants in-lieu of
celebrating SG50, while 18% picked free premiums in lucky draws. This shows
that a majority of our respondents are favorable towards Changi having
discounts for its shops and restaurants.

57% of the respondents claimed that Changi is iconic while 43% disagreed.
While the majority are affirmative that Changi Airport is an icon, the number of
people who disagreed is also significant.

45% stated that they preferred social media while 28% chose the television and
the remaining chose newspapers as options. While social media is the most
convenient way to reach out and engage people, traditional media should not be
neglected as it can also reach out to the target audience. [Refer to Page 25,
Appendix 3. Survey Research Findings]

5. Problem Statement
After analyzing the primary and secondary research done, we agreed on a
problem statement that our agency should address is:

“Changi Airport is not regarded as a local icon to most Singaporeans as they do

not have any emotional connection with Changi Airport.”

6. Campaign Goal
For our agency to address the problem statement, the following goal of our
campaign has been identified as:

“To promote Changi Airport as an iconic family lifestyle destination.”

7. Campaign Objectives
To address the identified problem statement and goal stated above, our agency
has identified the following campaign objectives:

Informational Objective

9
 To raise awareness of the Changi experience and their offerings among our
target publics by 25% through the most popular media channels.

Attitudinal Objectives
• To influence the attitude of the target publics that Changi Airport is the one-
stop family lifestyle destination, offering a wide range of shopping and dining
options.
• To position Changi Airport as a cutting-edge modernized air hub.

Behavioral Objectives
• To increase the number of families taking part in Changi Airport’s events by
30%.
• To increase the membership of the Changi Rewards card by 20% among our
target audience.
• To increase the participation rate for current and future Changi Airport events
by 20% among our target publics.

8. Target Publics
Listen below are the demographics and psychographics of our identified target
publics.

Primary Target Public

They are the main decision-makers of families. They are mainly working
adults, who largely control the spending in the family. Through targeting
them, they can likewise influence and persuade the rest of the family to take
part in Changi Airport’s activities.

Demographics
Age: 30 to 50
Gender: Both males and females
Race and Religion: All races and religions
Education level: O Level, N Level and above
Occupation: PMEBs
Family status: Married with kids
Spending power: Medium to high spending power
Housing: HDBs to Landed property

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 Psychographics
Attitudes: They are family-centric and do not mind travelling from one end
of Singapore for the family. They are money-savvy and are highly
influenced by family members.
Beliefs: They believe in strengthening kinship and also value bonding time with
the family. They enjoy travelling with family, and are open to suggestions on
how to further strengthen bonds with the family.
Lifestyles: They lead busy and hectic lifestyles as they are concerned with
taking care of their family members and work commitments. They are outgoing
and are also concerned about having fun and enjoyment with the whole family.
Preferences: They highly value the opportunities to have fun and enjoyment
with the whole family, and also prefer promotional deals that allows them to
spend on their family members at a value.

Media consumption patterns: They use more of traditional media than social
media.

Secondary Target Public

They are the young working adults that are new to the profession or have
been working for some time. They have no monetary concerns and more
financial freedom in terms of spending money.

Demographics
Age: 25 to 35
Gender: Both males and females
Race and Religion: All races and religions
Education level: O Level, N Level and above
Occupation: Young working adults
Family status: Single, attached or married with no kids
Spending power: Medium spending power
Housing: HDBs to Landed property

Psychographics

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 Attitudes: They enjoy shopping and don’t mind spending a lot of money. They
are more willing to travel and are highly influenced by peers and parents. They
also enjoy spending time and doing things with their friends.
Beliefs: They need to keep up with the latest and upcoming trends.
Furthermore, they consider having fun and playing more important than their
work.
Lifestyles: They lead busy lifestyles because of their work commitments,
but at the same time, they seek for adventures. They are impulsive buyers,
and tend to buy more of things that they want than need.
Preferences: They highly value opportunities such as promotions and good
deals on the latest fashion and technology goods; and opportunities that allows
them to play and have fun with their group of friends.

Media consumption pattern: They are social media natives.

9. Strategies
Our agency wants to instill an emotional connection between Changi Airport and
our target publics, by positioning the Airport as an iconic lifestyle destination for
family and friends. [Refer to Page 28, Appendix 4. Details of Message
Strategies]

9.1 Message Strategies

The Big Idea

Our PR agency wants to position Changi Airport as a icon that embodies
the Singapore value of family and friends, and use the family and friend units as
platforms for communicating Changi Airport’s key message.

Key Message
“Changi Airport is the ideal family and friends lifestyle haven”
We as an agency, wish to position Changi Airport as the ideal lifestyle
destination for friends and families, offering a unique family and friends oriented
experience.

Campaign Theme: Memories

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 The campaign theme revolves around “Memories” as we wish to create new
memories and also revive old and nostalgic ones through the various activities
in the campaign for our target publics.

Campaign Tagline: “Changi Airport: Reuniting memories”

Our campaign tagline will focus on “Reuniting Memories”. It will be used in all
social media events and will be featured in all our activities, so as to instill a
deep emotional connection between our target publics and Changi Airport.

9.2 Action Strategies

1. We will be organising three on-ground events to engage with our target

publics.
1.1 ‘The Changi Carnival’ event
1.2 ‘Changi Dash’ event
1.3 ‘Unfolding memories’ event

2. We will be launching a Changi Airport exclusive ‘Passport’ booklet.

The passport is a small booklet containing promotional deals, information about
the events, and stamp section for the events. [Refer to Page 29, Appendix 5.
Details of Passport booklet]

3. We will launch advertisements to raise awareness of the ‘Changi Dash’

event.
Print and online advertisements are chosen so as to efficiently reach out to our
target publics. [Refer to Page 30, Appendix 6. Details of advertisements]

4. We will launch posters to raise awareness of ‘The Changi Carnival’

event, the ‘Changi Dash’ event and the ‘Unfolding Memories’ event.
Online posters for these three events will be launched on Changi Airport’s
corporate social media pages one week before the actual events. [Refer to
Page 31, Appendix 7. Details of posters]

5. We will be having a news-insert in The Straits Times for the ‘Unfolding

Memories’ Event.

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 The news-insert will be a piece of purple paper created specially for this event. It
is inserted into The Straits Times copy on 24th December. [Refer to Page 31,
Appendix 8. Details of news insert]

6. We will be engaging journalists from the Home Section of The Straits

Times.
Our events will be covered by two journalists: Cheryl Mui and Priscilla Goy.
[Refer to Page 32, Appendix 9. Details of journalists]

7. We will be engaging popular celebrities.

We will be inviting Xia Xue, Mr. Brown, Gurmit Singh and their families to the
Changi events. [Refer to Page 33, Appendix 10. Details of non-media
connectors]

9.3 Media Strategies

Our media strategies will employ both controlled and uncontrolled media
channels to reach out to our target audiences directly and efficiently.

Controlled Media Channels

1. News releases to be sent as pitches to journalists to come down to the event.

2. Paid advertising would be used to publicise the ‘Changi Dash’ event, in The
Straits Times Home section.

3. News insert in the Straits Times to be used for inviting people down to the
‘Unfolding Memories’ event.

4. Online versions of posters would be used to publicise all Changi events

5. Corporate Website would contain updates and additional information about all
events, together with the promotional deals found inside the ‘Passport’ booklet.

Uncontrolled Media Channels

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 1. Newspaper journalists from The Straits Times whom we pitch to will decide
how the events are reported in the media.

2. Bloggers, celebrities and opinion leaders such as Xia Xue, Mr Brown and
Gurmit Singh would be invited down to participate in events.

10. Action Plan

Tactic 1: ‘The Changi Carnival’ Event

Date: 31st August
Time: 10am-10pm
Venue: Changi Airport Terminal 3
Objectives: • Increase awareness of Changi Airport as a lifestyle family
destination
• To position Changi Airport as an iconic family lifestyle
destination
Target Primary and secondary target publics
Publics:
Involved Xia Xue and family
Partners: Mr. Brown and family
Cheryl Mui
Details: Family carnival where booths will be set up in T3 with activities
that encourage interaction and bonding with all family members.
[Refer to Page 34, Appendix 11. Event and tactic details]

Tactic 2: ‘Changi Dash’ Event

Date: 18th October 2014
Time: 1 to 5pm
Venue: Reporting venue: Terminal 2
Actual event is spread over Terminals 2 and 3
Objectives: • To increase awareness of Changi Airport, especially of the
various shops and restaurants
• To encourage and increase patronage of Changi Airport
• To position Changi Airport as an iconic family destination
Target Primary and secondary target publics

15
 Publics:
Involved Mr. Brown and family
Partners: Gurmit Singh and family
Priscilla Goy
Details: The ‘Changi Dash’ event, is where participants in groups 3 to 6
are to locate booths set up all around T2 and T3 and complete
the challenges set, in order to advance to the next booth. [Refer
to Page 34, Appendix 11. Event and tactic details]

Tactic 3: Changi Passport

Date: 31st August 2014 to 31st December 2014
Time: All day
Venue: Terminals 1-3
Objectives: • To increase awareness of Changi Airport, especially of the
various shops and restaurants
• To encourage and increase patronage of Changi Airport
• To position Changi Airport as an iconic family destination
Target Primary and secondary target publics
Publics:
Involved All retail and dining outlets in Changi Airport
Partners:
Details: The passport contains stamp sections, where stamps collected
during the Changi Carnival entitle participants to a lucky draw
competition. The stamps used during the Changi Dash are to
keep track of which stations have been completed by the teams.
[Refer to Page 35, Appendix 11. Event and tactic details]

Tactic 4: ‘Unfolding Memories’ Event

Date: 27th December 2014
Time: 9am to 12pm
Venue: Terminal 3
Objectives: • Increase awareness of Changi Airport as a lifestyle family
destination
• Position Changi Airport as an iconic family lifestyle destination.
Target Primary and secondary target publics

16
 Publics:
Involved Swensens
Partners: Priscilla Goy
Details: A series of paper plane competitions for friends to challenge
themselves and fun for the whole family. The various
competitions are longest flight distance, longest flight time and a
paper plane dartboard competition. [Refer to Page 35, Appendix
11. Event and tactic details]

11. Implementation Plan

Campaign Period: August 2014 to January 2015
[Refer to Page 42, Appendix 13. Implementation Table and Calendar of Events]

AUG SEPT OCT NOV DEC JAN

The Changi Carnival 31st

Changi Dash Release ads 18th

and sign-up
link on 29th
Unfolding Memories 27th

Promotion Period

Evaluation

12. Budget Details

Changi Airport Campaign Budget
Details
Event Cost
1. Printing of Passport Booklets

Printing 5,000 Passport Booklets SGD 3,500

Event Cost
2. The Changi Carnival

Face painting kits SGD 3,500

Model plane kits SGD 100,000

17
 Flight simulator equipment SGD 70,000
Photo booth equipment SGD 200
‘Snake & Ladder’ game equipment SGD 50
Event Cost
3. Changi Dash

Advertisements in Home Section of SGD 10,300

The Straits Times (Mon – Fri)
Booths equipment SGD 4,350
Medals SGD 500
Changi Rewards Card points SGD 33,600
Certificates SGD 200
Event Cost
4. Social Media

Facebook posts SGD 500

Event Cost
5. Unfolding memories

Paper plane folding workshops SGD 5000

Equipments and booths SGD 10,000
Prizes and Changi reward cards SGD 5000
Total Budget SGD 246,700

13. Evaluation
1. The Changi Carnival
Media coverage by the Straits Times and event guest, the attendance rate, number of
booklets given out. A post event survey will be done to measure perceptions.

2. Changi Dash
Media coverage by the Straits Times and event guest, number of event attendees. A
post event survey will be done to measure perceptions.

3. Unfolding Memories

18
Media coverage done by the Straits Times, attendance rate for the workshops, amount
of prizes redeemed, paper planes collected at the end of the event. A post event survey
will be done to measure perceptions.

- End -

Appendix 1

Details of competitors

1. Marina Bay Sands (MBS)

MBS is the most expensive building in the world and the first legalised gambling facility
in Singapore. It caters to the higher classes of Singapore and tourists and it is often
used to house rich guests such as performers and politicians. It generates high income
for Singapore, totalling up to nearly 1 billion every year.

The infinity pool and sky garden are icons recognised both locally and internationally.
MBS also includes the Art Science Museum and the Mastercard Theatre. Both of these
infrastructures are supported by the Singapore government to be integrated into the
local arts scene and often reach full occupancy. Recently there have been plans for
Marina Bay Sands to expand further to cater more services and facilities to its
consumers.

2. Singapore Flyer

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The Singapore Flyer is a popular and easily recognizable icon of the Singapore skyline
with the capacity of 7.3 million passengers a year.

The Singapore Flyer consist of 28 fully air-conditioned capsules allowing a 360 degree
unobstructed view and capable of handling 28 passengers per capsule. They also
consist of three floors of commercial space consisting of shops, bars and restaurants. It
is easily accessible with a large open bus park, a 300 vehicle multi story carpark.

It is directly linked to Promenade MRT station and it has facilities that caters to the
disabled. It’s ticket sales surpass the one millionth mark within 5 months, showing it’s
popularity. However, it faces a series of occasional breakdowns, thrice in 2008, once in
2010 and once in 2013.

Chairman Florian Bollen said during one interview,“The numbers are well within our aim
of establishing the Flyer as Singapore’s most iconic attraction. At this rate, I am
confident that we can achieve our target of 2.5 million visitors in our first year of
operations.”

3. The Esplanade

One of the purpose of the Esplanade is to provide an ideal platform for local talent and
buskers to perform. In addition, it provides opportunities for display of cultural
exhibitions and performances and additionally, contributes to society by organising
community activities. Occasionally,the esplanade provides free tickets to senior citizens
to certain activities and performances.

However, the ticket prices and the items selling at retail stores are expensive and
usually caters towards the wealthier Singaporeans. Its eateries located are mostly
expensive restaurants and cafes and all these neglect ordinary Singaporeans.

Its unique award winning facade, being dubbed as the “Singapore Durian” by locals,
and its distinct role of being the venue for cultural exhibitions and performances plays a
significant role in adding value to its image of being a modern icon of Singapore.

4. Resorts World Sentosa (RWS)

It was opened in 2010 standing at 49 hectares wide and had over 45 million visitors just
on its first three years since debutting.

Universal Studio Singapore(USS) is under RWS and it’s famous for providing many
thrilling roller coasters and exhibiting popular movie mascots such as the ‘Mummy’ and
‘Dinosaurs’ from Jurassic Park. In addition, Adventure Cove is well known for its exotic
slides as it consists of Southeast Asia’s first hydro-magnetic coaster which is perfect for
pleasure seekers. Sentosa is also one of the popular beaches in Singapore
accompanied by the favourite monorails and with the placement of other popular shops
such as Ben & Jerry’s ice cream.

However, prices are extremely expensive for these popular places. One USS ticket can
easily exceed $75.

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The core principle statement for RWS are:
- They uphold the value ‘integrity’ strongly
- Believe in complying with laws and regulations
- Believe in dedication and serving the best to its consumers

Appendix 2

Details of past campaigns

1. ‘Enchanting Japan Travel Fair’ Campaign

On the 15 to 17 July 2011, Changi Airport had organised a travel fair at Terminal 3 to
boost consumer confidence and also promote travel and tourism to Japan. The
objective of this campaign was to revive the passenger movements between Singapore
and Japan and also to increase the market share that had decreased tremendously
ever since Japan was hit with by the strongest earthquake followed by a series of
tsunami waves as well.

Through this campaign, Changi Airport hopes to regain more visitor arrivals to Japan. A
display of the refreshing taiko drum kickstarted the event along with a traditional sake
barrel-breaking ceremony in order to spread and enhance the Japanese culture. The
fair had offered various tour packages and also consists of tourism representatives from
Japanese prefectures to provide useful advices on planning for a vacation in Japan.

Incentives were also given out such as Japanese gifts and Changi Dollar vouchers with
a chance to win exclusive free tickets to Japan for a holiday in the daily lucky draw.
Participants were entitled to enjoy free privileges such as other Japanese cultural
activities like origami, soba-making demonstrations and other entertainments featuring
Minyo Folk dance and Cosplay.

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As a reward for those consumers who had chosen Japan as their holiday destination,
CAG had presented a $30 Changi Dollar vouchers daily to the first 1 000 who had
booked a travel package during the NATAS Travel fair in August. This reward was a
bonus to appeal more to the consumers so that they will pick Japan as their must-go
vacation destination again.

In collaboration with the friends of Japan initiative, CAG has also volunteered to
sponsor advertorial features in major local dailies to introduce uncommonly known
Japanese destinations that have been affected by the unfortunate disasters. Changi
Airport had also made use of daily live radio broadcasts by partnering up with Chan
Brothers Travel to further promote passenger movements to Japan by letting radio
stations’ DJs tour and roam around Japan for about a week and then providing a first-
hand realistic account of his or her own experience.

This had helped to assure the consumers that the information about Japan trips are
reliable since the DJs have testify it for themselves.

For this campaign, CAG had worked with Singapore Airlines (SIA) to reach out to its
overseas markets by offering promotional fares to Japan via Singapore in emerging
markets like Indonesia, Australia and India to drive traffic not only locally but also
overseas traffic to both Singapore and Japan at the same time.

Through this initiative, CAG has managed to raise the market rate that had declined
drastically in the early part of that year.

2. ‘Rethink Travel’ Campaign

This campaign took place last year with the objective to invite consumers to rethink
travel with a new brand campaign that highlights the unexpected instead of the
common.

This campaign aimed to highlight the exclusive experiences that Changi Airport offered
and to position itself as an exciting start for all of the consumers’ vacation. Consumers
were encouraged to view Changi Airport differently this time round from a new
perspective that emphasised on its unique factors such as attractions that everyone
could enjoy for example the world’s first Butterfly Garden, Singapore’s tallest indoor
slide, a huge range of dining options and not to forget a fascinating Kinetic Rain art
installation.

Each visual displayed by Changi Airport tells a story that sparks off imagination and
urges consumers to think twice about the mesmerizing juxtaposition of elements within
the visual itself. "We expect every airport to be the same. Until we experience one that
raises the bar," was the tagline for one of the advertisements.

This campaign was done in hopes to eliminate the stereotype thinking of people who
believe in their notions of what an airport should be but instead, to arrive early in order
to enjoy the options that Changi Airport has to offer. Now that this campaign has
highlighted that Changi Airport is not just an airport, this campaign had tried to
reposition the image of Changi Airport to be a lifestyle destination for occasions for
families and friends -- thus setting the bar for travel and services much more higher.

22
This campaign had emphasizes that Changi Airport is open to innovation and embrace
changes in order to keep up with the developments of the world to constantly meet the
needs and interests of its consumers.

The campaign revolved around the idea of the benefits of spending quality time at
Changi Airport as it is a lifestyle with so much to offer such as the endless choices for
dining and shopping, displaying artsy collections and also learning of meaningful travel
tips.

3. ‘The Feeling is First Class’ Campaign

This campaign was done to communicate Changi Airport’s brand appeal as well as its
experience to travellers and potential consumers. The campaign did not mention the
common traits of an airport for example its facilities and services but instead, it touched
on the heartstrings and emotional quotient by focusing on the travelers’ experience.

The campaign had started off with a 90-second brand video created by Tribal DDB
Singapore that brings out the promise of ‘The Feeling is First Class’ to live by
showcasing some of the airport’s biggest secrets. The campaign revolved around the
changing role of airports in the modern context.

A vary of happy emotions were played in this video that showed in this video as key
themes were being played out. The emotions and intimacy of consumers were clearly
shown in the video as it portrayed the travelers indulging in the Changi experience,
enjoying every bit of their stay at Changi Airport.

Furthermore, singer-songwriter Colbie Calliat’s ‘Bubbly’ was used to provide a dynamic

and yet emotive background to the lush imagery.

Mr Ivan Tan, Senior Vice-President, Corporate and Marketing Communications Division

had quoted that “We believe the Changi Airport experience to be unique, out-of-the-
ordinary. Excellent service, operational efficiency and innovative ideas blend together to
create a feeling that’s first class. It’s this special feeling that we set out to capture in this
campaign.” Printed collaterals that consisted of QR codes were also published in
magazines titles globally during this period of campaign.

23
 Appendix 3
Survey Research Findings

1. Objectives

The objective of our survey was to firstly find out the reasons why people actually visit
Changi Airport.

Some will only visit Changi Airport because they have to -- either because they are
welcoming or sending a friend of family to/from another foreign country or because they
themselves have to travel overseas for a purpose that could be either going on a
business/study trip or a vacation. Some do visit Changi Airport to study because of the
conducive and comfy environment while others travel all the way to Changi Airport just
to look at the planes taking flight while relaxing with their friend and families after
shopping and dining.

The second objective is to find out the possibilities that Changi Airport can come up
with in line with SG 50 next year. These ideas are taken with the consideration of the
feedback given by our surveyors on what they think is the best event that Changi
Airport should come up with in order to celebrate SG50 successfully.

The third objective is to find out if our consumers thought that Changi Airport is an
iconic symbol that represents Singapore. This will help to determine if they thought that
Changi Airport is unique to Singapore that truly showcases the national identity.

The last objective is to find out what are the media platforms that our target audience
mostly used so that we can craft our media messages and spread them using the right
medium so that it can effectively reach them.

24
2. Statistics

We also had an equal number of surveyors distributed among the different age groups
totalling up to 12 people in each age group that were available namely ‘below 20’, ‘21-
30’, ‘31-40’, ‘41-50’ and lastly, ‘51 and above’.

3% of our respondents claimed that they visited Changi Airport weekly while 7% of
them visited monthly. 17% of them stated that they visited Changi Airport once every 6
months and 20% of them visited the airport yearly. A huge 50% claimed that they would
only visit the airport if they had a reason to and the remaining 3% found that they hardly
visited Changi Airport.
11% of our surveyors visit Changi Airport for its food options while 9% of them visit for
the shopping options. 18% chose to go Changi Airport to hang out and relax with good
company while a major 55% go to Changi Airport because they have to travel overseas.
3% would visit the airport for its entertainment facilities while the remaining 3% visit it
for personal reasons.
30% of our surveyors rated 5 or below for their familiarity with Changi Airport while the
remaining 70% chose their familiarity with the airport to be on a scale of 6 to 10. On a
scale of 1 to 10, 19% chose to pick 5 and below for their favourability with Changi
Airport while the remaining 81% had chosen 6 and above.

On a scale of 1 to 5, 40% of our respondents had picked 3 and below for enjoying the
dining options at Changi Airport while an astounding amount of 60% actually picked 4
and above. Apart from that, for the shopping options available, 58% stated they enjoyed
them on a scale of 3 and below while the remaining 42% picked 4 and 5.
47% had picked 3 and below for their awareness on the many international awards that
Changi Airport has been receiving while the other 53% picked 4 and 5. On a scale of 1
to 5, 33% chose 3 and below while the remaining 67% chose 4 and 5 for being proud to
be a Singaporean when they learn of how reputable Changi Airport is that helps to
represent a national identity. No one rated 1 for the question that asked if Changi had
provided a pleasant experience but 20% had rated 2 and 3 while the other 80% chose 4
and 5. 57% had picked Changi Airport to be a historical icon while 43% stated it is not,
reason being is that 42% had stated that there was nothing exquisite about Changi
Airport that makes it a historical icon.
A stunning 98% has picked Changi Airport to be an organisation that has lived up to its
mission and the main reason is because Changi Airport has gained a lot of recognition
for its excellence not just locally but internationally as well. The top 3 attributes of
Changi Airport that is highly familiar with our surveyors was that there is not GST to
pay, free WiFi through the vicinity and also the fact that it serves more than 120 retail
choices. The top 3 considerations picked by the surveyors to celebrate SG50 next year
is to have discounts for all stores and restaurants picked by 23% of them, carnivals and
funfairs picked by 21%, and free premium gifts opted by 18% of them.
The most popular option picked by 37% of our surveyors was that Changi Airport
should improve on its waiting facilities. Close to half which was 45% stated that their
favourite media was social media while the other 55% chose mediums which were
traditional. 48% of them would like to receive updates from Changi Airport and it would
mostly be about flight and sales promotions adding up to a total of 63% who chose
these.

3. Research

Many people do not visit Changi Airport for leisure basically because it is located at the

25
far end of Singapore. It is located at the East area, making it difficult for most people to
travel to and thus many would not bother to waste their time and money to got all the
way to Changi, even if Changi provide a great deal of top notch facilities. Especially for
people living in the West, it would take them approximately 2 hours for them to get here
and so they would not even bother to think of Changi for any recreational or shopping
experiences.

Most people are supportive of Changi Airport offering premiums and incentives like
discounts for its shops and restaurants because they believe they should be rewarded
for patronising and purchasing the goods and services offered by the airport. They
believe that it is the goodwill and responsibility of Changi Airport to constantly try to
make an effort to gain their favorability and loyalty. It is human nature to want to receive
something in return for an action that it being done and thus for Changi Airport to show
its appreciation for its customers’ support, it should offer such premiums from time to
time so that consumers feel its sincerity and gratitude.

Nowadays, more and more people are becoming tech-savvy. Not just teenagers who
surf the social media, the older generations are getting updated with social media such
as Facebook and Instagram as well. With the world becoming more modern and
dynamic, the publics are able to receive updates about what’s happening around the
world almost instantaneously because most of the things online get viral very soon.
This explains why a stunning 45% from the 5 different age groups had chosen social
media to be the most preferred choice. Social media is convenient, portable and
available almost everywhere with just one click, making it easier for people to get
updated and keep up with the developments of the world. 41% still preferred traditional
media to new media because they are still certain topics and news that can only be
covered professionally through the news in the papers, television and radio. For
example news about disasters or sickness, people will still automatically refer to the
traditional medium for information because traditional has more credibility, reliable
sources and people are more certain and comfortable trusting the updates from
traditional means instead of social media for serious news.

More than half totalling to 57% stated that they viewed Changi Airport as an icon mainly
because it carries Singapore’s name when the plane flies from one destination to
another and that it is the only airport that is widely known by the locals here. This is also
due to the fact that Singapore’s one and only Changi Airport has earned a line of
prestigious award for its excellence and top quality services over the years. The
infrastructure and uniforms of the air stewardess are also unique to Singapore because
only Singapore has this type of batik uniforms for flight attendants.

However, apart from that, 43% thought otherwise and did not see Changi Airport as an
icon mainly because they feel that there is nothing out of the ordinary that separates
Changi Airport from all the other symbolic infrastructures in Singapore. Furthermore,
most people view it as merely a place to fly overseas and not something beyond that.
People feel that there is no emotional connection with Changi Airport and there is no
element in Changi Airport that can automatically link with Singapore’s national identity.
They feel there is nothing that triggers how Changi Airport is an icon. The element of
uniqueness of Changi Airport to Singapore is not clearly defined and because of this,
people do not have a strong connection to the place itself, making it hard for them to
remember the aspects of Changi Airport that only SIngapore’s airport has as compared
to the other airports in the world.

26
 Appendix 4

Details of Message Strategies

1. Key Message

We wish to offer an experience that heavily anchors on its no GST (Government

service tax) policy. There are many services and facilities that caters not just to the
weary traveller but also to every family member across the generation, whether is it the
tech-savvy dad, budget-conscious mom, trendy teenager or the playful children.

Changi Airport has something for everyone in the family, such as small noticeable
details like the skytrain, the gift shops and the giant slide at Terminal 3 which are only
available to Changi but yet offers an entirely new experience and positions Changi
Airport as an ideal lifestyle destination for everyone.

Furthermore, Terminal 2 serves as a shopper’s paradise including the various eateries

that satisfies and provides a fun-filled memorable day for families and friends. Hence,
successfully offering the ultimate lifestyle experience that is unique only to Changi.

2. Campaign Theme: Memories

Memories are pieces of the puzzle that completes our lives, unique to human nature,
creating and connecting the dots in our minds to piece together the wonderful quilt of
nostalgia and new experiences. It plays an important role in everyone’s lives around the
globe.

3. Campaign Tagline: “Reuniting Memories”

Just like how families, friends and couples are reunited at Changi airport when they
return from overseas trips and receive warm ‘welcome-home’ hugs, a sense of
togetherness is fostered.

Especially in today’s age where everyone are struggling with their busy hectic
schedules, they tend to forget to spend more quality time with their loved ones. By
having this tagline, we want to make our target publics remember the wonderful

27
memories that they had at Changi Airport, and also create more memorable
experiences at the Airport.

Appendix 5

Details of the Passport booklet

The passport is a small booklet containing cash vouchers and stamp sections where
Airport patrons are to collect stamps from the various booths and activities, when they
participate in ‘The Changi Carnival’ and ‘Changi Dash’ events.

The stamps collected during the Changi Carnival entitle them to a lucky draw
competition. The stamps used during the Changi Dash are to keep track of which
stations have been completed by the teams.

Cash vouchers would be available for every month during the campaign starting from
September to December, including special holidays such as Deepavali and Christmas.

There will also be an online version of the cash vouchers found on Changi’s corporate
website. This is to ensure that people who are unable to come down to these events,
will also be able to enjoy such promotional deals.

28
 Appendix 6

Details of print and online advertisements

1. The print advertisement

The print advertisement mainly targets the primary target audience. It will be placed in
the ‘Home’ section of The Straits Times. As stated in the psychographics, the primary
target audience use more of traditional media than social media. As a result, putting the
ad in The Straits Times would reach out and target such people directly and easily.

The ad shows a family of four as the main visual, having fun while running through
Changi Airport. Since the primary target publics enjoy spending time with the family,
and look for unique opportunities to do so, they will be interested in reading the ad and
signing up for the ‘Changi Dash’ event with their family.

The body copy of the ad not only talks about the event, but also gives information on
where participants who are interested, can sign-up for the event with their family.

2. The online advertisement

The online advertisement mainly targets the secondary target audience and
will be placed on Changi Airport’s social media pages such as Facebook and Twitter.
As stated in the psychographics above, the secondary target audience are social media
natives and they use more of social media than traditional media. Putting the ad online
would reach out to the secondary audience conveniently, easily and directly.

The ad shows a group of six friends smiling and looking happy as the main visual, in-
front of a background of Changi Airport. Since the secondary target audience enjoy and
value spending time with their friends, they will be interested in signing up for the
‘Changi Dash’ event with their friends.

The body copy of the ad not only talks about the event, but also gives information on
where participants who are interested, can sign-up for the event with their friends.

29
 Appendix 7

Details of online posters

The posters will contain details about the events, and what participants can expect from
the event.

Such posters are released online so as to reach out to our target audiences more
effectively and efficiently. Social media is known for its virality. By releasing the posters
online, many people will come to know about such events. In this manner, they will be
persuaded and influenced, and will be more likely to attend the events with their family
and friends.

Appendix 8

Details of news-insert

The news-insert will be a special piece of purple paper with one side containing the
event details, date and place as well as the information about the workshops and types
of paper planes they can learn to fold from these workshops. On the other side of the
paper, participants can write their wishes on it which would be used for the main event
where Changi Airport will attempt to break the Singapore book of records for most
number of paper planes launched indoors.

The newspaper insert will be released with the Straits Times on the 24th of December.
Its main objective is to encourage families and friends to practice folding the planes by
participating in the workshops and bring their folded masterpieces to use it as “game
tokens” to play the dart-board competition and to challenge each other for the longest
flight time and distance competitions respectively.

30
 Appendix 9

Details of journalists from The Straits Times

The Straits Times is Singapore’s highest selling paper which is read by a wide range of
audiences and hence served as the best way to get advertisements and messages
across a variety range of our target publics. Since our news angle and activities are
based in Singapore and is organised for families, it would be most appropriate to
engage and personally invite the Home section journalists to present opportunities for
the journalists/reporters to cover exclusive angles of the entire Changi campaign to
inform our target audiences of these special events that are not to be missed.

Our events will be covered by two journalists: Cheryl Mui and Priscilla Goy. These two
journalists are chosen, as they have previously covered local events, and are the
perfect fit to cover the events taking place at Changi Airport.

31
 Appendix 10

Details of popular non-media connectors

1. Xia Xue

Xia Xue is a very well-known, perhaps the most famous blogger in Singapore. Her blog
receives about 50,000 readers daily and she is married with one child. Ever since she
had a child, Xia Xue has become more family oriented and we believe she would be a
strong advocate and opinion leader who has the potential to reach out to the younger
target audiences who support her blog.

Hence our agency would like to invite Xia Xue and her family to participate in the fun
and games in the Changi carnival event that we believe would give us the opportunity
to reach out to the younger crowd.

2. Mr. Brown

Another well known family orientated blogger, Mr Brown is one of the most notable
bloggers in Singapore and affectionately called blogfather by the locals. Mr Brown is
also well known for his love and concern of his care for his autistic daughter which have
won the hearts of many Singaporeans.

Our agency has decided to invite Mr Brown and his family for two of our main events,
the Changi carnival and the Changi dash to strengthen our positioning of our family
friendly activities and raise the number of participants through Mr Brown’s publicity and
family-friendly reputation.

3. Gurmit Singh

Gurmit Singh is a popular media personality who is also famous as a great

host. His involvement in the Changi activities would be beneficial and attract more
people to attend an event that has a well-received media personality.

Hence our agency recommends to invite Gurmit Singh and his family to the Changi
Dash event to help boost publicity and registration rates.

32
 Appendix 11

Event and Tactic Details

1. ‘The Changi Carnival’ Event

There are 5 main activities at the carnival.The 5 activities consist of model kit building
which involves family members to build airplane models together, face painting, human
size snake and ladder game, a flight simulator which allows family members to
experience how to fly a plane and photo booth where families can take photos in front
of the green screen and select their desired background. The backgrounds consists of
different countries.

2. ‘Changi Dash’ Event

At the event, participants have to complete all the challenges possibly within the time
limit. The first three groups to complete all the challenges successfully will win attractive
prizes.

Print and online advertisements about the event will be released two-weeks earlier,
before the event. Participants will have to sign-up for the event two-weeks earlier with
their family or friends, through the corporate Changi website. Only 100 groups of family
or friends will be able to participate in this event
At the event, participants will first have to report to a holding area in T2, where they will
be briefed. They will be issued a paper, which consists of all the booths they have to
visit, placed in a random order.
The booths will be stationed outside the store that is involved in the game, and two to
three employees of the store will help out in the booth.
The challenges are:
Activities @ Terminal 2
1. ‘Tell A Tale’ @ Times Travel Bookstore
This is a game of charades; where all the participants in the group have to act out the
titles of kids books within a time limit. The titles have to be guessed correctly before
moving on to the next one. For example, if a participant is supposed to act out the title
of ‘The Little Duckling’, he will have to do hand actions that mimic a duckling.

2. ‘I 8 it’ @ Swensen’s

33
This challenge requires participants to finish a bowl of huge 8 ice-cream scoops, known
as the Swensen’s ‘Earthquake’, within a time limit.

3. ‘The Price Is Right’ @ M.A.C

This challenge requires all the participants in the group to correctly or closely guess the
prices of the various make-up products presented within a time limit.

Activities @ Terminal 3
1. ‘Push forward!’ @ The Planet Traveller
This race challenge requires all the participants in the group to try and push four-
wheeled luggages in a straight line within a time limit. The challenging part is that, it is
very hard for four-wheeled luggages to move in a straight line, as they tend to sway
from right to left. Participants have to try to make their luggages move in a straight line.

2. Sort the shoes @ Bata

This challenge requires all the participants in the group to sort and find shoes from a
huge pile of shoes and put them together, according to shoe size and design within a
time limit.

3. House of cards @ Planet Toy

This challenge requires all the participants in the group to try and build a house from a
deck of UNO cards within a time limit.

The first group to finish all the challenges successfully, will each receive a gold medal
and a $400 Changi Rewards card. The second group to finish all the challenges
successfully, will each receive a silver medal and a $250 Changi Rewards card. The
third group to finish all the challenges success will each get a bronze medal and a $100
Changi Rewards card. The consolation winners will be given certificates and a $50
Changi Rewards card each.

3. Changi Passport

The passport is a booklet containing cash vouchers and stamp sections where Airport
patrons are to collect stamps from the various booths and activities they participate in
during the Changi Carnival and Changi Dash.

Cash vouchers would be available for every month during the campaign starting from
September to December, including special holidays such as Deepavali and Christmas.

There will also be an online version of the cash vouchers found on Changi’s corporate
website. This is to ensure that people who are unable to come down to these events,
will also be able to enjoy such promotional deals.

4. ‘Unfolding Memories’ Event

34
In the small paper planes competitions, participants get to stand a chance to win
exciting premiums like collectible collar pins, laptop stickers and a family set meal for 4
at Swensen’s.

In addition as a spectacular end-off for the event for a day of wonderful memories to
remember for, they would attempt to break the record for most number of paper planes
flown indoors for the Singapore book of records.

Participants could write their wishes inside the planes before the event and there would
be hoops placed around where they would try to aim into. All the owners’ paper planes
collected in the hoops will receive a complimentary Changi Rewards card with a
random or no stored value.

Before the major event, there would be workshops conducted in Changi Airport and
around heartland community centers to teach and provide participants the materials
and methods to fold the plane to get the best desired result which is aimed for the
whole family to participate and have fun in.

35
 Appendix 12

News Releases and Email Pitches

1. ‘The Changi Carnival’ Event

News Release

Ms Cheryl Mui
Journalist
The Straits Times Home
1000 Toa Payoh North News Centre
Singapore 318994

Bonding time at Changi Airport carnival

19th August 2014 - Changi Airport is holding their first ever carnival on 31st August
2014 for families and friends to spend quality time together. With more than four
exciting activities to participate together, friends and family members can look forward
towards stronger bonding among themselves.

Participants can look forward to engaging in games and activities that reminisce their
past. Some activities include asking your own model planes, face painting, a flight
simulation experience, a photo-booth where participants can design their own
photographs and a giant snake and ladder game involving humans to be the markers.

At the carnival, participants will receive a booklet, containing all the events and
promotions that are happening within the 6 months campaign period. Upon completion
of each activity at their respective booths, participants will receive a stamp on the
booklet. Participants who managed to complete all 6 stamps stand a chance to win a
trip overseas.

I will check back with you in a few days to see if you are interested in covering this
event. In the mean time, you can contact me at (+65) 6789 4567, or alternatively, email
me at: [email protected]
###
Sincerely,

Justin Choo
Corporate Communications | Media Relations Officer

36
Tel: 67894567
Hp: 98343420
Email: [email protected]

2. ‘Changi Dash’ Event

News Release

Ms Priscilla Goy
Journalist
The Straits Times Home
1000 Toa Payoh North News Centre
Singapore 318994

Changi Airport’s first amazing challenge for families and friends

6th October 2014 - Changi Airport is holding its first ever family and friends challenge.
Called the ‘Changi Dash’, this event is similar to the ‘Amazing Race’ game. This event
aims to strengthen family bonds and also provide a new opportunity for family members
to have fun, while at Changi Airport. With a total of 6 challenges spread over Terminals
2 and 3, participants can look forward to a fun-filled time, as they race to complete the
challenges and win attractive prizes.

Some of the challenges that have been chosen are similar to the games that
Singaporeans have played in the past, while they were young. Our challenges hope to
allow these families and friends participating, to not only look back at nostalgic
memories, but also create new memorable experiences with their family members and
friends.

At the event, participants will be given instructions as well as a list of random stations
which they have to visit, and complete the challenges within the time limit. Upon
successfully completing the challenges, they will then receive a stamp in the Passport
booklets. The first three groups to successfully complete all the challenges will receive
medals and Changi Rewards cards, with points inside. Consolation winners will receive
certificates and Changi Rewards cards, with a lesser value.

I sincerely hope that you are interested in coming down to this event with your family or
friends and also take part in this adventurous journey. I will check back with you in a
few days time to see if you are interested in attending this event. In the mean time, you
can contact me at (+65) 6789 9564, or alternatively email me at:
[email protected].

####
Sincerely,

Jacinth Revee
Corporate Communications | Media Relations Officer
Tel: (+65) 6789 9564
Hp: (+65) 9365 7784
Email: [email protected]

37
Email Pitch 1

RE: Have a family fun-time at Changi Airport’s first ever amazing challenge.

To: Lee Kin Mun (Mr. Brown)

From: Jacinth Revee

6th October 2014

Dear Mr. Lee,

Changi Airport is holding its first ever family challenge. Called the ‘Changi Dash’, this
event is similar to the ‘Amazing Race’ game. This event aims to strengthen family
bonds and also provide a new opportunity for family members to have fun, while at
Changi Airport.
With a total of 6 challenges spread over Terminals 2 and 3, participants can look
forward to a fun-filled time, as they race to complete the challenges and win attractive
prizes.

Some of the challenges that have been chosen are similar to the games that
Singaporeans have played in the past, while they were young. Our challenges hope to
allow these families and friends participating, to not only look back at nostalgic
memories, but also create new memorable experiences with their family members and
friends.

We hope that you and your family will come down to Changi Airport on 18th October
from 1 to 5pm, to take part in these challenges, and also have fun with your whole
family. This is the first time Changi Airport is opening its doors for family and friends to
run around, have fun and complete challenges, so as to further strengthen family ties
and create new memorable experiences.

I will check back with you in a few days time to see if you are interested in attending this
event. In the mean time, you can contact me at (+65) 6789 9564, or alternatively email
me at: [email protected].

Sincerely,

Jacinth Revee
Corporate Communications | Media Relations Officer
Tel: (+65) 6789 9564
Hp: (+65) 9365 7784
Email: [email protected]

Email Pitch 2

38
RE: Have a family fun-time at Changi Airport’s first ever amazing challenge.

To: Gurmit Singh

From: Jacinth Revee

6th October 2014

Dear Mr. Gurmit Singh,

Changi Airport is holding its first ever family challenge. Called the ‘Changi Dash’, this
event is similar to the ‘Amazing Race’ game. This event aims to strengthen family
bonds and also provide a new opportunity for family members to have fun, while at
Changi Airport.
With a total of 6 challenges spread over Terminals 2 and 3, participants can look
forward to a fun-filled time, as they race to complete the challenges and win attractive
prizes.

Some of the challenges that have been chosen are similar to the games that
Singaporeans have played in the past, while they were young. Our challenges hope to
allow these families and friends participating, to not only look back at nostalgic
memories, but also create new memorable experiences with their family members and
friends.

We hope that you and your family will come down to Changi Airport on 18th October
from 1 to 5pm, to take part in these challenges, and also have fun with your whole
family. This is the first time Changi Airport is opening its doors for family and friends to
run around, have fun and complete challenges, so as to further strengthen family ties
and create new memorable experiences.

I will check back with you in a few days time to see if you are interested in attending this
event. In the mean time, you can contact me at (+65) 6789 9564, or alternatively email
me at: [email protected].

Sincerely,

Jacinth Revee
Corporate Communications | Media Relations Officer
Tel: (+65) 6789 9564
Hp: (+65) 9365 7784
Email: [email protected]

3. ‘Unfolding Memories’ Event

News Release

Ms Priscilla Goy
Journalist
The Straits Times Home
1000 Toa Payoh North News Centre
Singapore 318994

39
Paper plane competitions attempts a record-breaking finale at Changi Airport

18 December 2014- For the first time ever, Changi Airport will be attempting to break
the record for the most number of paper planes launched indoors for the Singapore
book of records and organizing a series of exciting paper plane competitions with
exclusive prizes to be won on 27 December 2014 at terminal 3, promising a fun-filled
day for the whole family.

Participants could compete with each other on the furthest flight distance and longest
flight time category or try their luck on the paper plane dart-board challenge to win
exciting prizes like special collectible collar pins, limited edition fridge magnets, a dinner
set meal at Swensens for 4 and more! Furthermore in a spectacular finale, everyone
would have the opportunity to make history in the Singapore book of records to have
the largest number of paper planes flown indoors as participants will try to aim for the
hoops placed randomly on the ground floor. Owner’s of the paper planes collected in
the hoops could claim a complimentary Changi Rewards card with a random stored
value.

Before the main event, there would be workshops to teach participants 3 basic
techniques to fold the planes, namely “the Champ”, “the stealth” and “the fighter jet”
respectively and encouraged to fine-tune their “ultimate plane” to get ready for the big
competition. All the materials will be provided and the special paper could be obtained
from the workshops, at any Changi service counters and from the Newspaper inserts
for free. Participants are also encouraged to write their names and wishes on the back
of the paper for the final event.

If you are interested, I could arrange an exclusive interview to present the game booth
designs and the mechanics involved even before the actual event and I have attached
a link of the events and visual sample below. For any queries, please do not hesitate to
contact me at (+65) 9786 7689 or alternatively you can email me at
kelvin_tsoi@changiairport,com.

####

Sincerely,
Kelvin Tsoi
Corporate communications | Media Relations Officer
Tel: (+65) 6789 1234
Hp: (+65) 9786 7689
E-mail: [email protected]

40
 Appendix 13

Implementation Table and Calendar of events

41
42
43
44
 Appendix 14

Survey Form

45
46
47
48
 Appendix 15

Survey Results

49
 Appendix 16

50
Work Allocation

Afiana Jacinth Kelvin Dominic Justin

Executive
Summary

Introduction

SWOT Analysis

PEST Analysis

Competitor
Analysis

Past Campaigns

Survey Research
Findings

Problem
Statement

Goal

Objectives

Target Publics

Message
Strategies
• Big Idea
• Key Message
• Theme
• Tagline

Media Strategies
• Controlled
media channels
• Uncontrolled
media channels

Action Strategy

Action Plan

Timeline

Implementation
Table

Budget

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Evaluation

Collaterals

Appendix 17

Works Cited Page

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Ann Zachariah, N. (2013, February 8). Changi Airport takes off as a garden haven with
more than 100,000 plants. Retrieved August 10, 2014.

Changi Airport Group launches effort to stimulate Japan travel - Changi Airport. (n.d.).
Retrieved August 10, 2014.

Changi Airport offers peek into the future Terminal 4. (2014, July 1). Retrieved August
10, 2014.

Changi Airport invites you to rethink travel with new brand campaign highlighting the
unexpected. (n.d.). Retrieved August 10, 2014.

Changi Airport offers peek into the future Terminal 4. (2014, July 1). Retrieved August
10, 2014.

Changi Airport planning to increase passenger departure tax :: Airline News Airport
News. (2012, July 30). Retrieved August 10, 2014.

Chua, T. (2011, July 17). Changi Airport launches campaign to boost Japan travel.
Retrieved August 10, 2014.

DDB Worldwide | “The Feeling is First Class” Campaign. (n.d.). Retrieved August 10,
2014.

Entertainment & Lifestyle - Changi Airport. (n.d.). Retrieved August 10, 2014

Kaur, K. (n.d.). Straits Times: S'pore-China air links flying higher than ever. Retrieved
August 10, 2014.

Kaur, K. (2013, September 24). Changi Airport launches online shopping portal for
travellers. Retrieved August 10, 2014.

Kaur, K. (2012, December 28). Changi Airport hits key milestone, surpasses 50m
passengers. Retrieved August 10, 2014.

Lau, A. (2013, February 15). Changi Airport Taps the Power of Photo-Sharing via
Instagram. Retrieved August 10, 2014.

Photo gallery: Budget Terminal closes its doors. (2012, September 25). Retrieved
August 10, 2014.

Sim, R. (2014, July 19). Indonesian businessman wins a million dollars at Changi
Airport draw. Retrieved August 10, 2014.
Surprising experiences at Changi Airport. (2013, March 28). Retrieved August 10, 2014.

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Tan, S. (2013, February 21). Changi Airport launches a "weekend escapades" mobile
application. Retrieved August 10, 2014.

Yan Liang, L. (2013, January 1). Changi Airport Group donates $360k to Pocket Money
Fund. Retrieved August 10, 2014.

Yi Han, L. (2013, March 31). Worker dies in airport worksite accident. Retrieved August
10, 2014.

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 Appendix

Visuals

The following is a poster for the “Changi Carnival” event to be published online on
Changi Airport’s corporate website and social media pages.

55
The following are samples of the Changi Passport that will be issued out during “Changi
Carnival”. The passport is intended to be used throughout the campaign period.

56
57
58
The following are examples of how the pictures will turn out from the photobooth during
the “Changi Carnival” event.

59
The above is the newspaper advertisement for Changi Dash.The advertisement will be
inserted in The Straits Times main news section on the right hand page. It will be full
page and full colour.

The above is the online version of the same advertisement for Changi Dash. It would be
used on Changi Airport’s corporate website and social media pages.

60
The above is the teaser poster for the “Unfolding memories” event, to be released
online on Changi’s corporate website and social media pages.

The above is a poster for the “Unfolding Memories” workshops to be hung in and
around Changi Airport terminals.

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The above is a poster showing the various activities on the event day itself

62
The following is a sample of the Straits Times Newspaper insert for the “Unfolding
Memories” event
Front:

Back:

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Page limit extension
The proposal contains essential and important descriptions that won’t be able to deliver
the full message if being reduced. We have tried our best to stick to the page limit but
realized that all content remains important at its current state. We hope that you will
understand our efforts in trying to stick to the requirements and appreciate it if you
would not penalized us for going over the page limit.

-+ END +-

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