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Changi Airport Group Case Study

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Changi Airport Group Case Study
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Changi Airport Group (CAG) includes a combination of six different departments to maximise operational efficiency and customer delight (The Changi Airport Group, 2015). The six departments are Air Hub & Development, Airport Management, Commercial, Corporate, Finance and Changi Airports International (The Changi Airport Group, 2015).
The Air Hub & Development is in charge to develop and grow Changi as a global air hub by increasing connectivity through certain ways such as, brand marketing and pursuing joint business development (The Changi Airport Group, 2015).
Airport Management manages the optimal needs for daily operations of both Changi and Seletar airports (The Changi Airport Group, 2015). Operational needs such as infrastructural …show more content…
Furthermore, another type of outdoor advertising is to showcase commercials in cinemas before the start of a movie; this advertising method is more likely to capture the attention of various audiences.

Instead of just sponsoring for game shows, Changi Airport Group can also sponsor for events. Through sponsorship, it will help to enhance the brand image, raise more awareness and recognition towards Changi Airport Group from repeated sponsorship mentions and media exposure which can be local or international (Darlene Willman, 2006-2015). Besides, sponsorship can also be more cost effective as compared to other forms of advertising (Alison Jobson, 2013).

Based on the following advertising strategy recommendations as proposed earlier, it will assist Changi Airport Group to narrow the gaps and to improve the reach of advertising. A diverse range of advertising strategy will help Changi Airport Group to expand the coverage of various …show more content…
It has grown to be the sixth busiest international airport and a major air hub in Asia. Changi Airport Group has also won numerous international awards which serves as a recognition to the company; they have also received their 500th best airport award recently (Lee Min Kok and Chew Hui Min, 2015). Furthermore, based on the Changi Airport Group’s operating indicator as of September 2015, passengers handled by Singapore Changi Airport have increased by 3.9% on a yearly
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