iShopathon

When the COVID-19 pandemic struck, it severely impacted revenue across the travel industry. In response, Changi Airport’s e-commerce platform, iShopChangi, launched iShopathon, Singapore’s first-ever online duty-free shopping festival. This seven-week shopping marathon opened up tax- and duty-absorbed products to non-travellers, offering exclusive goods previously available only to flyers.

To attract a wider audience and compete with e-commerce giants like Lazada and Shopee, iShopathon introduced a weekly livestream series hosted by popular influencers. These sessions showcased a range of product categories, including Beauty, Electronics, Gourmet, and Wines & Spirits. By transforming shopping into an engaging and interactive experience, iShopChangi not only revived its business during a challenging period but also reinvented duty-free shopping as a digital entertainment event.

The festival’s success was so significant that it has since become an annual tradition, with livestreams continuing to play a key role in the campaign.

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