Y&R rolls out global T3 campaign

Singapore - Y&R and Mediaedge:cia have rolled out a global ad campaign for Singapore Changi Airport Terminal 3 (T3), targeting in-transit and frequent travellers through TVCs and print ads.

"Typically, travellers who are transiting at an airport cannot wait to leave it so they can continue with their journey. With T3, we created a campaign showcasing travellers lost in a dreamlike reverie, escaping into a state of 'holiday high' at different areas of the terminal. Because T3 is a terminal where people in transit actually want to stay longer at and once a paradise like this is found, it's always hard to leave," Y&R's ECD Patrick Low said.

The campaign will run till the end of the first quarter of 2008. The TVC has been out pan-regionally since 18 Nov and the prints ads are expected to hit the stands on 7 December.

Built at a cost of $1.75 billion, the handling capacity of the 380,000 sq m terminal is at 22 million passengers per annum and will officially start operations on 9 Jan next year.

However, the positioning Y&R hopes to achieve for T3 is beyond functionality, physical attributes and connectivity, rather, it wants to focus on 'software' offerings to heighten the emotional resonance among the target audience.

This is in tandem with Changi's current and umbrella positioning which is 'Enjoy the Experience'.