Changi Airport, in collaboration with creative agency Connecting Plots, has launched ‘A Taste of Asia’, a content series aimed at inspiring Australian and New Zealand travellers to explore Southeast Asia through its rich culinary landscape.
The campaign features Australian content creators Sinead Chabowski and Joshua Shediak as they embark on gastronomic adventures across Chiang Mai, Phnom Penh, and Da Nang. Through a series of three-minute episodes, they delve into vibrant street markets, uncover hidden local gems, and highlight the diverse culinary cultures that make Southeast Asia a dream destination for food lovers.
According to the Luxury Escapes’ Travel Trends 2024 Report, food tourism continues to be ranked as the most popular travel trend, with 58% of respondents planning to travel for food in the next 12 months. Leveraging this insight, the campaign positions Changi Airport as the ultimate gateway to Southeast Asia’s authentic culinary culture.
Produced by Infinity Squared and directed by Luna Laure, the production was filmed across four countries in 12 days. The series is available on changiairport.com and has been rolled out across YouTube, TikTok, Meta, and Teads.
Key Takeaway:
Changi Airport’s ‘A Taste of Asia’ campaign effectively taps into the growing trend of food tourism by showcasing Southeast Asia’s diverse culinary offerings. By positioning itself as the gateway to these experiences, Changi Airport aims to entice Australian and New Zealand travellers to explore the region through its flavours.