Y&R lands Terminal 3 business

Singapore - The Civil Aviation Authority of Singapore (CAAS) has confirmed it has appointed Young & Rubicam (Y&R) to handle the creative and media business for Changi Airport Terminal 3.

"Y&R came up with the strongest creative concept for T3 and displayed a good understanding of the business and our objectives. Their proposed concept captured the essence of T3's architectural thinking and the overall Changi brand," Alan Lee, deputy director, marketing at CAAS said.

"This is a great opportunity for Y&R Singapore and I am looking forward to producing some bold and challenging communications for a category that is highly competitive. We are excited about the creative work on the table and the prospect of working with CAAS in helping them realise their ambitions internationally," Tanuj Philip, MD, Y&R Singapore said.

It was down to Y&R and Saatchi LAB in the final round of the pitch and both agencies had to present ATL and BTL work. Five agencies participated in the tender process in all.

As reported in Marketing on 25 May, Y&R will create an integrated marketing and communications plan to market and reinforce the airport's position in the international community as well as create awareness of the opening of Terminal 3, which is scheduled for early 2008.