Changi Airport launches latest ‘A Taste of Asia’ series via Connecting Plots Group Australia
Changi Airport has launched the next chapter of its A Taste of Asia campaign via Connecting Plots Group, unveiling a new travel series designed to inspire Australian and New Zealand travellers to discover a more authentic side of Southeast Asia through Changi.
Building on the success of Changi Airport’s A Taste of Asia and Week-long Layover campaigns in 2025, the new campaign by Connecting Plots Group responds to growing interest in food, culture and experience-led travel across the region.
According to research by Tourism Australia, great food, wine and local cuisine are among the most influential factors shaping holiday decisions. As interest in authentic and experience-led travel continues to grow, Southeast Asia is increasingly appealing to Australian and New Zealand travellers seeking diverse culinary, cultural and adventure experiences.
Through A Taste of Asia, Changi Airport aims to help travellers discover lesser-known experiences and destinations across Southeast Asia while showcasing the region’s rich diversity of cultures and cuisines.
The campaign follows food creator and cookbook author Tom Smallwood and comedian Lachy Mac as they explore the culinary, cultural and adventure experiences of Labuan Bajo, Cebu and Phu Quoc via Changi Airport.
Across the series, the creators experience local food, hidden gems and unique adventures designed to showcase a different perspective of Southeast Asia beyond the destinations most commonly featured in travel itineraries.
Kelvin Ng, Vice President, Corporate & Marketing Communications, Changi Airport Group, says: “Many travellers return to Southeast Asia time and again because it’s close, familiar and offers incredible variety. But beyond the well-known destinations, there are countless experiences that often go undiscovered. A Taste of Asia is about inspiring travellers to look a little deeper and giving them the confidence to explore a different side of the region, and of course to choose Changi Airport as the gateway to Asia.”
Developed by Connecting Plots Group, the campaign combines creator partnerships, destination itineraries and social content designed to inspire travellers throughout their planning journey.
Trip.com joins the campaign as a booking partner, offering exclusive travel deals and promotions to help travellers turn inspiration into action.
Says Dave Jansen, Chief Imagination Officer at Connecting Plots Group: “Travel inspiration is everywhere. Trust isn’t. People are getting better at spotting manufactured influencer moments and polished recommendations. What they want now are experiences that feel real, useful and culturally authentic.”
A Taste of Asia is now rolling out across Australia and New Zealand.
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
Creative & Comms: Connecting Plots Group
CEO: Tom Phillips
Chief Imagination Officer: Dave Jansen
Senior Copywriter: Phil Barnes
Senior Art Director: Jonti Groth
Group Business Director: Sommer Smith
Project Director: Rachel Heffernan
Head of PR & Influencer: Katie Eastment
Senior Social Account Manager: Abbie Bradwell
Design Director: Blair Palmer
Creative Operations Director: Mary Morrell
Production: Infinity Squared
Executive Producer: Erin McBean
Creative Director: Adam Wise
Senior Producer: Katie Dorman
Editor: Cem Hizli
Media: PHD Singapore
Ticketing Partner: Trip.com
Creators
Tom Smallwood
Lachy Mac