Created by Saatchi & Saatchi, the rebranding exercise includes a new tagline, 'Where flyers love to land', to drive Changi's positioning as a consumer-focused airport.
"Changi's philosophy has always been different from that of others. It doesn't just cater to planes. It takes care of passengers," said Graham Kelly, Saatchis executive creative director. "It is an airport that reads the minds of the humans inside the flying machines and it has made their needs and wants a priority."
The campaign aims to represent what Changi believes to be a unique atmosphere which makes the needs of the passengers a priority rather than focusing on the functionality of the actual airport.
The ads attempt to reflect Changi's character, using minimalist images.
They feature distinctive airport icons such as the service trucks which are pictured catering to the needs of people in the airport's lounge; the message being relayed is that Changi caters to need to all the needs of people. "The line 'Where flyers love to land' sums up the idea. It is backed by scores of awards and accolades. And it sums up what passengers going through Changi have felt for years," said Kelly.
