Changi Airport has launched a new content marketing platform called Now Boarding.
Now Boarding features travel tips, as well as information on special offers and events going on at the airport, which is positioned as a shopping and lifestyle destination as well as a place to catch a plane.
The airport group explained in a press release that the portal has three sorts of content themes, ‘Go Global’, ‘Live Local’ and ‘Discover Changi’, and targets international travellers as well as local residents wanting inspiration for where to go on holiday.
Ivan Tan, SVP of corporate and marketing communications at Changi Airport Group, said that the platform was part of a plan to “make Changi not just a place for boarding flights, but a destination on its own – where vacations and happy memories begin.”
The news comes nine months after Changi Airport became one of the first brands in Singapore to appoint a content marketing agency of record, hiring King Content. The content for Now Boarding was developed by King Content, and the site design and content hub devised by J. Walter Thompson, Changi Airport Group’s advertising agency.
Content marketing was the subject of discussion on a panel debate at a conference in Singapore a few weeks ago, where Janice Chan, director of digital marketing for Starwood Hotels and Resorts, declared that “There is a lot of crap branded content out there.”
“Everyone is wondering if they should get the intern to do the content, or regurgitate all the old stuff they had in print and push it all online. It’s a problem.” “How many ‘top 10 places to visit before you die’ lists have you seen?” she asked her audience. “As a travel brand, the key is to provide useful, valuable content.”