Helping Singapore Changi Airport strategize brand communication in a global pandemic

The challenge

Singapore Changi Airport is an outstanding aviation hub, the world’s most awarded airport in the past four decades. Along with the rest of the travel and aviation sector, it has had to adapt to a global pandemic landscape. Changi Airport Group has partnered with Kadence International since 2015 to measure and track brand performance via a custom brand equity index. In 2021, we teamed up to adapt the study to understand how travelers across the Asia Pacific view the airport in the context of their readiness to travel once COVID-19 restrictions are lifted.

What we did

We conducted online quantitative research with those who had travelled pre-pandemic in 2019 from across the world to understand their perceptions of Singapore Changi Airport and other airports in the region, along with a measure of scope and nature of media buzz. Due to the rapidly changing nature of the pandemic in each market, responses were analyzed daily alongside news and social media releases to understand the impact of media on perceptions. Recommendations were supplemented with secondary research to uncover social media communication best practices for each market.

The impact of the research

This research helped to identify communication content and style that travellers value as they emerge from travel restrictions. As a result, Changi Airport Group will be able to plan and shape brand marketing and communication strategy to reassure and attract travellers when travel resumes..

Kadence has been a long term partner with Changi Airport Group, providing research and insights to help shape our communication and business strategy. The team offers sound counsel on research projects and can distil complicated information and present it clearly, and succinctly to the audience. Engaging our audience does not stop even when travel is still restricted; this research helps Changi Airport assess our communications efforts in key markets to emerge prepared when travel resumes.
Changi Airport