The advertising push, comprising TV and press work, targets travellers in transit and frequent flyers.
The campaign will run on pan-regional TV channels and publications.
However, the focus will not be on the ‘hardware characteristics’ of the terminal, said Patrick Low, Y&R’s executive creative director.
The campaign will run on pan-regional TV channels and publications.
However, the focus will not be on the ‘hardware characteristics’ of the terminal, said Patrick Low, Y&R’s executive creative director.
“Competitors are talking about the ‘hardware’ characteristics of their airports: physical attributes and connectivity. T3’s positioning goes beyond the functional aspects of the terminal to focus on its ‘software’ — the emotional experience felt by travellers,” explained Low.
Built at a cost of S$1.75 billion (US$1.2 billion), the terminal is equivalent to the size of 63 football fields. Its ‘software’ includes a five-storey high vertical garden that spans 300 metres across the main building. It also features four waterfalls, which are the focus for the ‘dreamlike’ press ads. “Typically, travellers who are in transit at an airport cannot wait to leave. With T3, we created a campaign showcasing travellers lost in a dreamlike reverie, where people actually want to stay longer at the airport,” noted Low.
Meanwhile, cosmetic brand Shiseido has become the first client to use Eye Singapore’s departure pillar wraps in the airport’s Terminal 2 departure hall. The new campaign is targeted at women concerned with dark spots and pigmentation, and duty-free shoppers.
The campaign will run through to the first-quarter of 2008. “Pillar wraps are a great way to introduce new products. They’re attention-grabbing and help build brand awareness,” said Donna Seow, regional training and marketing manager, Shiseido Travel Retail Asia-Pacific.
Shiseido first advertised with Eye when it promoted its White Lucent range on check-in banners and a series of digital eyelites in Terminal 2.
Passenger traffic at Changi is likely to hit 40 million by the end of 2007. With the opening of T3, the airport will be able to handle up to 70 million passengers a year.
This year, however, Changi was edged into second place by Hong Kong International Airport in an annual ranking of the world’s best airports, conducted by Skytrax.
Additional reporting by Kenny Lim
