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!