Changi Airport releases influencer campaign with Aussie TikToker Maddy MacRae and Connecting Plots
Singapore’s Changi Airport has partnered with comedian Maddy MacRae to promote its offering, via Connecting Plots.
The announcement:
In a first-of-its-kind influencer-led campaign, Singapore’s award-winning Changi Airport and creative comms group, Connecting Plots have collaborated with Aussie TikTok comedian, Maddy MacRae to showcase the airport’s vast offering.
In a social-first stunt called ‘The Week-Long Layover’, MacRae will live at Singapore’s Changi Airport for five days straight, broadcasting her experience live to her 1.9M TikTok followers and 1M Instagram followers and inviting them along for the ride. The activation kicked off Monday 28 July and is being streamed live daily via TikTok Live.
Inspired by the popular film, The Terminal, the bold idea has been brought to life by Connecting Plots in partnership with Changi Airport, with the aim of showcasing the airport’s reputation as more than just a travel hub, but a destination in itself. By turning a stopover into a stay, the campaign invites ANZ travellers to rethink their transit and consider longer layovers at Changi Airport as part of their travel itineraries.
Over the week, MacRae will explore everything from Jewel Changi Airport’s iconic Rain Vortex to Canopy Park, to the Butterfly Garden, and even the Aerotel rooftop swimming pool at the terminal. To top it all off, one lucky follower will be flown in to join her on the ground for 24 hours, immersing themselves in the airport-turned-playground.
The activation celebrates Changi’s recent title as the World’s Best Airport for a record 13th time, bringing its extraordinary experiences to the spotlight for a new generation of ANZ travellers.
“At Changi, we believe that the journey should be just as memorable as the destination. Through this campaign, we hope to inspire travellers, especially those from Australia and New Zealand, to rethink the layover and see Changi as a destination on its own,” said Kelvin Ng, vice president of corporate & marketing communications at Changi Airport Group. “There’s so much to explore and travellers could easily spend many hours here and still uncover something new. We’re excited to bring this idea to life with Connecting Plots, and to partner with Maddy to showcase Changi’s unique blend of world-class experiences in a way that’s fresh, fun, and unexpected.”
“Maddy’s irreverent tone and ability to bring wild ideas to life made her the perfect partner for this campaign,” said Connecting Plots creative partner, Matt Geersen. “This is about reimagining what an airport experience can be, turning a layover into something people would actually want to plan a holiday around.”
The week-long residency runs from 28 July to 1 August, with daily livestreams and video updates rolling out on MacRae’s TikTok (@maddy_macrae_) and Instagram (@maddy_macrae_) as well as through earned media, social and digital channels.
Source: Connecting Plots
Keep up to date with the latest in media and marketing
Have your say