Changi Airport Group (CAG) has called for a creative and digital pitch for a period of two years with the option to extend for another two. According to Sesami, the tender closes on 10 August at 4pm. The briefing is tomorrow at 2pm and is only open to agencies that have pre-registered.
The Group has been working with Ogilvy Singapore for overall creative duties and Tribal Worldwide Singapore for digital creative duties for iShopChangi.com. CAG's spokesperson told MARKETING-INTERACTIVE that agencies will be shortlisted before CAG requests for specific proposals. The contract will commence in early 2023.
"We are keen to work with agencies who demonstrate a good understanding of CAG’s business and operations, with marketing ideas that wow us. As air travel continues to recover, there are many opportunities for Changi Airport to engage passengers and visitors. We intend to leverage these to drive footfall, promote travel and strengthen our brand," the spokesperson said.
According to the tender seen by MARKETING-INTERACTIVE, the appointed agency will be required to undertake, but is not limited to strategic planning, marketing support and creative services as well as digital marketing. Responsibilities include marketing ideas; strategic planning for brand enhancement, retail offers, and digital engagement; creative development; refreshing Changi Airport's website; as well as digital marketing services such as redesign and conceptualisation of eDMs.
According to the tender, the provisional contract value is up to SG$22 million for a period of 50 months, including the two-year renewal period. Within this contract sum, there will be monthly CAG retainer fees paid for a pre-defined scope of work.
Due to the contract value of the creative and digital tender, the appointed agency will be required to make a security deposit at 5% of contract value, excluding the renewal period.
Last month, iShopChangi.com brought back its shopping marathon for the third year running. The iShopathon offered 70% off on global brand products on top of tax- and duty-absorption. It also kept shoppers entertained with livestream sessions hosted by influencer duo Jai Kishan and Benzo; fashion model Aimee Cheng-Bradshaw; and lifestyle and beauty influencer Kelly Wong. The shopathon also cherrypicked several product offers across electronics, liquor, beauty, and wellness. Done together with Tribal, the ads for iShopathon ran on eDMs, website, the iChangi app as well as social media.
Meanwhile, earlier this month, CAG rolled out the "Hello, Changi Precinct" gallery at Terminal Three, kicking off an initiative to drive awareness of the Changi Precinct which includes areas in and surrounding Changi Airport such as Pulau Ubin, Pasir Ris, Tampines, Bedok and East Coast Park.
The gallery features interactive elements and photo spots modelled after iconic sights and sounds in the Changi Precinct. In the gallery, visitors can move through seven different zones and learn interesting nuggets and stories of Siglap in the drawers of an old-school barbershop, play a digital arcade game at an HDB void deck and "watermelon" playground, and jump onboard a bumboat that brings visitors through the history of Pulau Ubin and the eastern coast of Singapore.
At the same time, there is also a newly curated tour of Changi Airport which traces the airport's development through the stories of airport staff and visitors. The tour begins at Terminal One and guides participants to discover the airport's recreational spaces, artwork installations, designs, and heritage businesses
Meanwhile, as part of this new initiative, two new exploration tours were also launched – My Changi Airport Tour and My Changi Village Heritage Tour – in partnership with MyCommunity, a local non-profit organisation that celebrates Singapore’s heritage and culture through organising tours, programmes and exhibitions.
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