The campaign promotes the airport’s Butterfly Garden, Singapore’s tallest indoor slide, its dining experiences and Kinetic Rain art installation. The campaign comprises print, online banners, website and in-airport billboards.
“We expect every airport to be the same," one ad reads. "Until we experience one that raises the bar.” The tagline, “Rethink travel at changiairport.com”, requests travellers to put aside their preconceived notions of what an airport should be, and arrive early for their flight in order to experience the airport.
“Only an airport that constantly redefines what airport is can own the idea of ‘rethink travel’,” said Valerie Cheng, chief creative officer of JWT Singapore.
ZenithOptimedia is the media agency behind the campaign. The campaign is expected to run until Februrary 2014.
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