For Singapore’s Changi Airport, brand building lies in digital storytelling

With the world’s tallest indoor waterfall at its core, Jewel Changi Airport has caused quite a social stir with its “very Instagrammable” appeal.

With the world’s tallest indoor waterfall at its core, Jewel Changi Airport has caused quite a social stir with its “very Instagrammable” appeal since its launch in April.

“(Right from) the entrance, the temptation to whip out your phone is enormous,” said Ivan Tan, the senior vice president of corporate and marketing communications at Changi Airport Group, speaking at the Mumbrella Asia Travel Marketing Summit in Singapore. “I’m pleased to say we didn’t spend a lot of media dollars. A lot of it has really been earned.”

But the extremely photogenic US$1.25b (S$1.7b) mall addition to the ‘world’s best airport’...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands