Changi Airport Group seeks agency partner for digital-first retail and loyalty push

iShopChangi and Changi Rewards, the eCommerce and loyalty arms of Changi Airport Group (CAG), have launched a tender for creative and marketing services with a strong focus on digital executions.

The appointed agency will be tasked with driving digital campaigns and projects to elevate the shopping and rewards experience for both travellers and local members. The scope may also extend to supporting other business units within CAG in the future.

The two-year contract will commence on 1 May 2026, with an option to extend for another two years.

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CAG said the tender reflects iShopChangi’s ambition to engage travellers from fast-growing markets beyond Singapore, while Changi Rewards looks to re-connect with Singapore-based shoppers through fresh and rewarding experiences. Together, both platforms are sharpening their focus on delivering seamless, lifestyle-driven shopping.

The airport group is seeking a creative and digitally savvy partner that can harness digital tools for innovative storytelling, tap automation and data to amplify impact, and add strategic value to iShopChangi’s e-commerce ambitions alongside Changi Rewards’ CRM and loyalty strategies.

The agency should also innovate with AI and automation for scalable content production, enabling faster campaign cycles.

The tender is open to both local and overseas agencies. A briefing will take place in early October, with options to attend in person or online.

Agencies must submit their proposals by 31 October 2025. Shortlisted firms will be invited to present to CAG’s tender evaluation committee, before refining proposals based on feedback.

“We are looking for agencies that can harness technology and automation to drive smarter and more effective eCommerce and customer engagement. The right partner will help us scale efficiently while staying agile in responding to our customers’ needs," said Kelvin Ng, vice president of corporate and marketing communications at CAG. 

This latest call for agencies comes as Singapore’s marketing and tourism players continue to sharpen their digital edge. The Singapore Tourism Board (STB) is also seeking an outsourced creative production team to handle its digital content needs, with an initial contract spanning February 2026 to February 2028 and an option to extend for another year.

STB has invited agencies to pitch teams capable of producing social, graphic, video, and digital assets for platforms such as Instagram, TikTok, Facebook, LinkedIn, YouTube, Google, VisitSingapore.com, as well as print. The appointed contractor will act as the employer of the creative team, managing recruitment, compliance, and manpower under the board’s marketing activation unit.

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