TikToker Maddy MacRae is staying at Changi Airport for a week in ‘The Terminal’-inspired social campaign via Connecting Plots
In a new influencer-led campaign, Singapore’s award-winning Changi Airport and creative comms group Connecting Plots have collaborated with 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.
Watch the first teaser video here
Watch the second teaser video here
Watch the Day 1 recap here
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,” says 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,” says 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.
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 Leng
Integrated Agency: Connecting Plots Group
Creative & Comms: Connecting Plots
Earned & PR: CPPR
Social, Influencer & Content: a.glo
Production: Infinity Squared
CEO & Founding Partner: Tom Phillips
CCO & Founding Partner: Dave Jansen
Managing Director: Kate Sheppard
Account Director: Roshani Mehta
Creative Partner: Matt Geersen
Art Director: Jonti Groth
Senior Copywriter: Phil Barnes
Creative Operations Director: Mary Morrell
Head of PR: Katie Eastment
Head of Social: Kent Pearson
Social & Content Manager: Sarah Kennedy
Executive Producer: Melanie Reardon
Producer: Nick Mutton