Changi Airport bets on two Aussie mates to uncover SEA's hidden gems

Changi Airport has launched the latest instalment of its "A taste of Asia" campaign, enlisting Australian creators Tom Smallwood and Lachy Mac to inspire travellers to explore lesser-known destinations across Southeast Asia through authentic food, culture and adventure experiences.

Created by Connecting Plots Group, the campaign builds on the success of Changi Airport's "A taste of Asia" and "Week-long layover" campaigns in 2025, responding to growing demand for experience-led travel among Australian and New Zealand consumers.

According to Tourism Australia, food, wine and local cuisine are among the biggest influences on holiday decisions. Against this backdrop, the campaign aims to position Changi Airport as the gateway to Southeast Asia while encouraging travellers to venture beyond the region's most popular tourist hotspots.

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The content series follows food creator and cookbook author Tom Smallwood alongside comedian Lachy Mac as they uncover local cuisines, hidden gems and cultural experiences in Labuan Bajo, Cebu and Phu Quoc, all accessible via Changi Airport.

Rather than focusing on traditional tourist itineraries, the campaign showcases lesser-known experiences designed to encourage deeper exploration of the region.

Kelvin Ng, vice president of corporate and marketing communications at Changi Airport Group, said many travellers return to Southeast Asia because of its proximity, familiarity and diversity, but often miss destinations beyond the well-trodden path. 

"'A taste of Asia' is about inspiring travellers to look a little deeper and giving them the confidence to explore a different side of the region, and of course, to choose Changi Airport as the gateway to Asia," he explained. 

Developed by Connecting Plots Group, the campaign combines creator partnerships, destination-led storytelling and social content designed to engage travellers throughout the planning journey.

Meanwhile, Trip.com has joined the initiative as the campaign's booking partner, offering exclusive travel promotions to encourage audiences to turn inspiration into bookings.

According to Dave Jansen, chief imagination officer at Connecting Plots Group, the campaign responds to changing consumer expectations around travel content. 

"Travel inspiration is everywhere. Trust isn't. People are getting better at spotting manufactured influencer moments and polished recommendations. What they want now are experiences that feel real, useful and culturally authentic," he said. 

The campaign is rolling out across Australia and New Zealand, with Connecting Plots Group leading creative and communications, while PHD Singapore handles media.

The latest instalment builds on Changi Airport's original "A Taste of Asia" campaign, which launched in 2025 to inspire Australian travellers to explore Southeast Asia through its diverse food culture.

Created by Connecting Plots Group, the first chapter followed Australian creators Sinead Chabowski and Joshua Shediak as they uncovered hidden culinary gems across Chiang Mai, Phnom Penh and Da Nang, positioning Changi Airport as the gateway to experience-led travel in the region. 

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