Changi Airport Group

Transforming Transit into a Destination: Changi Airport’s Indonesian Influencer Strategy.

THE CLIENT / CHALLENGE

Changi Airport Group

As one of the largest source markets, Indonesian travellers represent a high-value audience for Changi Airport. However, while traffic is strong, many still view it merely as a transit hub rather than a standalone destination. At the same time, Changi continuously introduces new attractions, retail, and lifestyle experiences, creating an ongoing challenge: how to keep the airport feeling fresh, relevant, and worth exploring for repeat and first-time visitors alike.

Our objective was threefold:

  • Change Perception: Shift Changi’s image from a functional layover to an exciting, must-see destination
  • Drive Discovery: Continuously showcase Changi’s ever-evolving retail, lifestyle, and attraction offerings to keep the experience fresh for both first-time and repeat visitors
  • Increase Dwell Time: Encourage Indonesian travelers to intentionally extend their stay and actively explore the airport

SOLUTION

The Always-On Discovery Loop: Turning Transit into a Destination

Providing end-to-end influencer and content management, we built a continuous content engine designed to turn discovery into desire, and desire into action—positioning Changi as a destination Indonesians actively want to experience, not just pass through.

Our methodology drove behavioural change through three strategic layers:

  1. The “Pull” (Inspiration Layer): We partnered with curated Indonesian travel, lifestyle, and food creators to produce authentic, itinerary-style storytelling. By spotlighting both iconic attractions and hidden gems, we sparked curiosity and positioned Changi as a primary destination.
  2. The “Stay” (Behaviour Shift Layer): We reframed layovers from an inconvenience into an opportunity. Using highly actionable hooks like “What to do in 3–5 Hours at Changi,” we gave travellers practical blueprints to plan and extend their dwell time.
  3. The “Newness” (Always-On Layer): Because Changi’s retail and lifestyle offerings constantly evolve, we maintained a continuous content cadence. This ensured there was always a fresh reason for Indonesian travellers to revisit and explore

Execution Highlights:

  1. Hyper-Localised Storytelling: Crafted entirely in Bahasa Indonesia using culturally relevant hooks and travel insights.
  2. Strategic KOL Mix: A calculated blend of Mass Creators for broad reach and Niche Creators for deeper trust and engagement.

Short-Form First: Content was optimised for Instagram Reels to maximise reach, retention, and crucial “Save and Share” behaviors

RESULTS

Driving Discovery, Engagement & Intent at Scale

By executing the Always-On Discovery Loop, Vintedge successfully shifted Indonesian travellers from passive transit passengers into active airport explorers.

  1. Amplified Localised Reach & Engagement: By curating highly relevant, localised content for the Indonesian market, the campaign generated strong brand visibility and consistently delivered engagement rates that outperformed standard travel industry benchmarks.
  2. Surge in High-Intent Behaviours: We tracked a significant volume of “Save” and “Share” actions across our short-form content. This proved our “hidden gems” and “itinerary-style” formats were highly effective—bridging the gap between passive inspiration and active trip-planning.
  3. Measurable Perception Shift: Qualitative sentiment analysis revealed a definitive change in audience mindset. By maintaining an always-on exposure to fresh experiences, travellers increasingly view Changi as a primary destination, rather than just a functional transit point.

Driving Commercial Potential: Ultimately, by encouraging travellers to intentionally extend their layovers and plan their time, the campaign successfully unlocked the potential for longer dwell times, deeper engagement, and increased spending within the airport’s retail and lifestyle ecosystem.