Changi Airport Group re-appoints Tribal Worldwide Singapore for iShopChangi duties
Tribal Worldwide Singapore (Tribal) has partnered with Changi Airport Group (CAG) to spearhead creative and digital duties for its e-commerce platform, iShopChangi. The appointment marks the agency’s second term with CAG, extending Tribal’s four-year track record by another three years.
From 1 May 2023, Tribal will continue to provide strategic planning, creative and digital services, and customer engagement programmes to strengthen iShopChangi’s brand. Following its reappointment, Tribal will also add retail marketing duties to its scope.
Following a pitch process that started in 2022, the win coincides with the ongoing recovery of air travel in the country. Tribal is set to capitalise on increasing opportunities to engage passengers and shoppers in a post-pandemic era.
“iShopChangi is an extension of our retail value propositions into the online space,” said Nicole Foo, Vice President, Airside Concessions at CAG. “It provides greater convenience for our travellers and is also another source of revenue for our retailers. As this segment continues to grow, we look forward to working with Tribal Worldwide to continue engaging customers in new and exciting ways.”
“It has and will always be our pride and joy to work with Changi Airport,” added Leslie Goh, Chief Operating Officer, Tribal Worldwide Singapore. “We are excited to harness the power of behavioural science and creativity to move into a new era of customer engagement and growth. We share the same DNA of innovation as the CAG team, and we look forward to continuing as a strong partner for iShopChangi and Changi’s airside business.”
Launched in 2013, iShopChangi is Changi Airport’s e-commerce platform offering travellers easy access and greater convenience in purchasing its tax-absorbed and duty-free range of products. Passengers can browse and purchase products across all terminals for up to 12 hours pre-flight on the e-store. They can then choose to collect their items at collection centres in the transit areas upon arrival or have them delivered free in Singapore. In 2020, when the pandemic hit, iShopChangi transformed itself to actively target local residents too. The new approach saw Singapore residents enjoying tax-absorbed shopping for more than 20,000 products, without the need to fly.
In 2022, iShopChangi brought back – with the support of Tribal – the third installment of its highly successful shopping marathon, iShopathon. It included substantial discounts on global brands, livestream sessions hosted by influencers, and enticing daily specials across electronics, liquor, beauty, and wellness. Following that, Tribal helped to conceptualise the inaugural launch of World of Wines and Spirits in a tripartite partnership between CAG and Lotte Duty Free. Retailing over 200 premium, rare, and first-in-the-region wines and spirits, the campaign mobilised an exclusive shopping experience and an immersive event for the region’s connoisseurs of quality liquor.