Changi Airport Group's multi-million dollar creative account up for grabs

Changi Airport Group (CAG) is looking for a creative agency.

According to briefs seen by Marketing, the three-year contract is worth SG$15 million. Agencies are expected to submit proposals for two pitch briefs. The first brief asks agencies to submit a proposal on developing a fully integrated one-year brand communications programme to “increase top-of-mind awareness" for the airport.  Changi is also looking to redefine the airport experience and maintain strong perception among travelers that "Changi is the world’s best airport”.

Meanwhile the second pitch brief states that the appointed agency will be tasked to develop an “overarching brand proposition and theme to be applied to all of Changi Airport’s marketing efforts to promote travel among Singapore residents.” The brief also stated that future communications will be targeted mainly towards Singaporeans as CAG seeks to achieve a "higher-order branding synerdy”.

The appointed agency is also expected to develop a marketing programme to raise awareness and encourage travel to “secondary cities” such as Indonesia (Lombok, Medan, Bandung and Jogjakarta) and China (Chongqing, Harbin, Zhangjiajie, Hangzhou and Huangshan) .

CAG is looking to also execute its communication through digital and social media means which will include video content, on-ground activation, in-airport events and print ads. According to the brief, CAG is allotting SG$20,000 for creative, production, image rights, adaptation to plaque and third party cost for each of the three print advertisements, excluding media buy.

The incumbent agency on the account is JWT Asia Pacific. The agency was first appointed in 2013.

CAG confirmed the news to Marketing with the following statement: "We have called for a pitch to appoint our creative agency-on-record. We were encouraged by the good turnout at the briefing yesterday. The appointed agency will work closely with CAG to manage all advertising requirements on both online and offline platforms. The appointment will be for a three-year period with an option to extend for another two."

In May this year, CAG appointed Havas Media its media buying duties which is reported to worth SG$16 million for a period of two years. The new contract with Havas is slated to run for two years with an option to extend for another two. The incumbent media agency on the business is ZenithOptimedia.