Singapore’s Changi Airport launches ‘A Taste of Asia’ content series to inspire food-driven travel, via Connecting Plots
Changi Airport and Connecting Plots have unveiled a new content series, ‘A Taste of Asia’, encouraging Australian travellers to explore Southeast Asia’s culinary landscape, using Changi Airport as their gateway.
The announcement:
Changi Airport and Connecting Plots have launched ‘A Taste of Asia’, a new content series to entice Australian travellers to let their taste buds lead the way as they embrace adventure in Southeast Asia via Changi Airport.
According to Luxury Escapes’ Travel Trends 2024 Report, food tourism continues to be ranked as the most popular travel trend, with 58% of respondents saying that they plan to travel for food in the next 12 months.
The new content series, ‘A Taste of Asia’, leverages this insight, using it to position Changi Airport as the ultimate gateway to Southeast Asia’s rich, authentic culinary culture. This offers Aussie travellers easy connections across the region while tapping into food as a key driver of travel decisions.
The campaign follows Australian content creators Sinead Chabowski and Joshua Shediak on mouth-watering adventures across Chiang Mai, Phnom Penh, and Da Nang. Through a series of 3-minute episodes, they explore vibrant street markets, uncover hidden local gems, and highlight the diverse culinary cultures that make Southeast Asia a dream destination for food lovers.
“Hordes of young Aussie travellers flock to Europe to the same Instagram destinations that pepper our newsfeeds all winter long,” says Connecting Plots creative partner, Matt Geersen. “But Southeast Asia is the often less considered destination that has everything from natural beauty to Michelin-recommended street food and charging nightlife. We needed a campaign that would show travellers the potential of the region – with Changi Airport as the perfect home base to get them there.”
Produced by Infinity Squared and directed by Luna Laure, the production was a whirlwind tour, filmed in four countries across 12 days. Laure worked closely with cinematographer Liam Brennan to develop a cutting edge camera system that used state of the art technology which allowed a lean crew to capture stunning visuals and bring Laure’s creative vision to life.
The series is housed on changiairport.com and has been rolled out across YouTube, TikTok, Meta, and Teads.
CREDITS
Client: Changi Airport Group
Group Senior Vice President, Corporate & Marketing Communications: Ivan Tan
Vice President, Corporate & Marketing Communications: Kelvin Ng
Manager, Corporate & Marketing Communications: Lau Jia Xin
Assistant Manager, Corporate & Marketing Communications: Vera LengCreative Agency: Connecting Plots
CEO & Founding Partner: Tom Phillips
Creative Partner: Matt Geersen
Art Director: Jonti Groth
Senior Copywriter: Phil Barnes
Client Service Director: Emma McJury
Group Account Director: Dan Larcombe
Account Director: Roshani Mehta
Design Director: Blair Palmer
Senior Motion Graphic Designer: Vickie Rodriguez
Integrated Designer: Gerry BuzzoProduction Company: Infinity Squared
Executive Producer & MD: Erin McBean
Senior Producer: Nick Mutton
Producer: Katie Dorman
Director: Luna Laure
DOP: Liam Brennan
Sound Recordist: Adam Roberts
Editor: Sam Wickham
Cast: Sinead Chabowski
Cast: Joshua Shediak
Source: Connecting Plots
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