Brief Explanation

Changi Airport needs to drive more travellers to consider transiting through Singapore instead of newer airports like Dubai, Hong Kong, Korea etc. With no new features to help people make the most of their transit time, we need to stretch the transit offer beyond the airport. But exploring a foreign place within a limited time comes with its fears. Time, directions, quality of attractions etc. are crucial factors to consider. In partnership with Singapore Toursim Board, Changi Airport sets out to remove these fears and reframe what it means to stopover in Singapore - By turning transits into surprising detours with The Detourist mobile app. Filled with experts advise and powered by Google's APIs, the app recommends interesting detours taking into consideration the time you have in Singapore so you can get back to the airport to catch your connecting flight. Detours can be saved and shared to facilitate pre-planning.

The Brief

Changi Airport needs to drive more travellers to consider transiting through Singapore instead of newer airports like Dubai, Hong Kong, Korea etc. With no new features to entice them, we need to stretch the transit offer beyond the airport to make passing through Singapore more worthwhile. If we can entice travellers to not just transit in Singapore but actually visit it like an interim destination, stopping over in Singapore becomes an extension of their holiday or trip. This also means the need to be able to personalise and design the experiences around the amount of time they have in Singapore.

Describe the success of the promotion with both client and consumer including some quantifiable results

Please refer to confidential information.

Explain why the method of promotion was most relevant to the product or service

For those who have been here, most remain in the airport when they transit in fear of the unknown. As a leader in the travel industry, Changi Airport prides in providing the traveller the smoothest, stress-free travel experience and sees this as an opportunity to reframe transits into a positive experience. The Detourist mobile app allows you to input the amount of transit time you have and the thing you would like to do outside of the airport. Then the app intelligently maps out the shortest route from airport to your preferred landmark. But more importantly, with trusted tips from travel experts, the app recommends more places to see and things to do in Singapore along the way, considering estimated travel time and directions provided by Google maps APIs. You can also save and share the various detours with your fellow travel mates to pre-plan your trip.