Experiential Marketing @ Changi Airport

January 2, 2008 Blog 2 comments

Yes, I am back from my Beijing sojourn together with my family. It was unforgettable and memorable.

On the day of our departure on Christmas Eve, we spent about an hour or so wandering Changi Airport Terminal 2 before leaving on our plane. There, we came across an interesting roadshow cum promotion which the airport was running while celebrating the Christmas season.

I thought that it was quite innovative to encourage travellers to spend more at the various retail and F&B outlets at the airport, while providing a Chrismassy feel through the use of experiential marketing techniques. What makes this special is that it took place at an airport rather than a shopping mall. Increasingly though, airports are repositioning themselves as lifestyle destinations – in fact, the Schiphol Airport in Amsterdam has a casino and mortuary in it!

This standee here shows the varied activities that occur in Changi Airport to usher in yuletide cheer. Notice that the main presenting sponsor VISA’s logo is prominently displayed.

An entire Santa’s Village was created – well maybe a mini version of it – complete with beautifully rendered icons of Christmas.

Here’s a closer view of the Christmas tree (which I always loved), complete with a teddy bear, Frosty the Snowman and a reindeer.

Another view of the tree, with a blonde toy angel, building blocks, and a tin soldier.

To add to the spirit of the season, an “elf band” played various Christmas carols and familiar ditties to entertain the kiddies.

A nicely rendered Santa’s sleigh complete with reindeers and neon lighting made for a good photo opportunity. Here’s Tina and Ethan giving Rudolph a hard time…

…and another shot of Ethan and I riding behind jolly ol’ Saint Nick. Better known as Santa Claus to the kids.

Of course, any promotion worth its salt must have a way of attracting people beyond just the titillating their senses. While we loved the nice decor, we had to admit that the lucky draw was also a major factor drawing us here. Well, we did get a cute reindeer designed pencil as a Christmas lucky dip gift.

After checking out Santa’s Village, we walked towards our aeroplane, which is Singapore’s national carrier and a great way to fly.

Here’s Ethan getting all comfy on board the plane, ready for his adventures in the land where Chinese civilisation began. Beijing here we go!

By Walter
Founder of Cooler Insights, I am a geek marketer with almost 24 years of senior management experience in marketing, public relations and strategic planning. Since becoming an entrepreneur 5 years ago, my team and I have helped 58 companies and over 2,200 trainees in digital marketing, focusing on content, social media and brand storytelling.


  1. Whoa! Is this a sponsored post? hehehe….

    I was waiting for your posts on your China trip. I’m curious to know what you think of the people, the customs and way of life in the ancient city, from your jiak kentang (westernised perceptions?) views. hahaha…..

    I didn’t have a chance to travel out of Singapore these few months due to family commitments. I would have love to take pictures of the Christmassy airport. sigh….

    Hey, Happy Merry New Year to you, Tina and Ethan. All the best for 2008!!

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