Changi Airport's ground handler makes foray into B2C market, promotes travel app

Changi Airport's ground handler SATS has launched a multi-channel campaign for its travel app, Ready to Travel. Making a foray into the B2C landscape, SATS first launched the app two years ago and aims to promote its new collaborative itinerary planning feature.

The company has partnered with GOVT Singapore, after a?pitch called earlier this year.?As part of the campaign, the agency has rolled out a series of social videos called "The Next Timers". The first video called "Inspiration" follows a group of friends?who discuss a potential holiday destination but put it off after one says there is nothing much to do there. At that moment, a bystander jumps in to interrupt the friends and introduce "Ready to Travel" which has ideas and recommendations for those planning a trip.

Meanwhile, the second spot captures a different scenario with the same group of friends. This time, the friends plan a trip to get away from work woes but realise that creating an itinerary is time-consuming in their busy lives. The same bystander overhears the conversation and encourages the friends to use the Ready to Travel app to jointly select activities and add to the itinerary list within the app. In both videos, a friend constantly says "next time" to brush off the holiday trip. According to SATS,?the app looks to play a role in turning "next time" into "right now". The videos will be featured on social, as well as outdoor?with cinema placements. The media was handled by Havas Media Singapore.

Keith Loke,?head of marketing, Ready To Travel, Consumer Services, SATS, said the travel app is garnering positive response with the recent brand launch and social engagement efforts.?According to Loke, Ready to Travel is in line with?SATS' vision to connect Asia travellers, particularly the millennial?and free-independent travellers in the region.

"It has been a valuable partnership with GOVT where the agency team has brought positive energy, understanding of the emerging traveller market and eCommerce industry insights. We are excited?for what's to come in 2020," he added. SATS?looks to continue an aggressive push of the app in 2020, with more engagements in the pipeline.

Meanwhile,?Min Mei Foong, senior account director at GOVT said the agency is looking forward to helping the brand expand into the B2C segment, "which possesses great growth potential especially in today's digital travel economy.?