Revenge Travel

The COVID-19 pandemic brought 20 months of isolation and grounded flights, forcing Singaporeans to put their travel plans on hold. As the world adjusted and travel bans were lifted, “revenge travel” surged, with a ninefold increase in outbound air travel as Singaporeans eagerly resumed their vacations.

At Changi Airport’s e-commerce platform, iShopChangi, the challenge was to capitalise on this surge in travel following an 80% drop in revenue from 2020 to 2021. With the return of travel, it was time to reestablish iShopChangi as the go-to shopping destination before takeoff.

The campaign launched with a film that cleverly twisted the revenge travel theme into a humorous narrative. Styled like a 90s gangster movie, the film featured menacing characters on a mission to secure unbeatable deals on iShopChangi. The story unfolds with a vengeful lady, a clueless henchman, and a missing cable, blending suspense and comedy into the retail push.

Inspired by classic gangster movie posters, the campaign’s visuals featured a throne-like character and dramatic compositions to captivate viewers. Beyond the film, the campaign utilised social media, SEM marketing, digital placements, and targeted ads at Changi Airport and money changer kiosks to keep iShopChangi top-of-mind and boost engagement with duty-free offers.

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