Eat, explore, repeat: Changi Airport’s new series feeds Aussie wanderlust

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Changi Airport has launched a new content series, "A taste of Asia", aimed at inspiring Australian travellers to explore Southeast Asia through its vibrant food culture.

Developed with creative agency Connecting Plots, the campaign taps into the rising trend of food tourism, with 58% of travellers planning to travel for food in the next year, according to Luxury Escapes’ Travel Trends 2024 report.

Positioning Changi as the ultimate gateway to the region, "A taste of Asia" follows Australian content creators Sinead Chabowski and Joshua Shediak as they embark on culinary adventures across Chiang Mai, Phnom Penh and Da Nang.

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In a series of three-minute episodes, they uncover hidden street markets, local gems, and diverse food cultures, spotlighting Southeast Asia as a destination for experience-driven travellers.

In the first episode, the influencers are seen walking around Jewel Changi Airport before jetting off to Chiang Mai. In Chiang Mai, the influencers spent their 48 hours "soaking up the culture" by visiting famous stops on a tuktuk including Mana's sticky rice for breakfast, Wat Phra Singh and a restaurant named Loin for dinner. They also embarked on an adventurous morning at Huay Keaw waterfall before dining in at Baan Mon Muan for lunch and taking to the streets where they have dinner at Chiang Mai gate market.

The episode ends with the influencers back at Changi Airport as they tease their next destination.

Matt Geersen, creative partner at Connecting Plots, said the campaign was designed to shift young Australians’ perceptions. "Hordes of young Aussie travellers flock to Europe to the same Instagram destinations that pepper our newsfeeds all winter long," Geersen said.

"But Southeast Asia is the often less considered destination that has everything from natural beauty to Michelin-recommended street food and charging nightlife. We needed a campaign that would show travellers the potential of the region - with Changi Airport as the perfect home base to get them there," he added.

Produced by Infinity Squared and directed by Luna Laure, the series was shot across four countries in just 12 days. Laure and cinematographer Liam Brennan developed a custom camera system using cutting-edge technology, enabling a lean crew to capture cinematic visuals on the move.

The full series is housed on Changi Airport's official website and has been rolled out across YouTube, TikTok, Meta and more.

This isn't the first time Singapore has tapped on Aussie influencers for travel campaigns. Earlier in January this year, Singapore Tourism Board Oceania collaborated with influencer marketing agency Komodo to unveil its first gamified TikTok travel miniseries.

The miniseries features content creators from Australia who are competing to win the title of "The destination's most viral creator". In addition, one social media follower stands a chance to win a trip for two to Singapore by voting for their favourite creator on Instagram.

Hosted by TV personality Josh Moss, the one-of-a-kind series will feature Olympic diver Sam Fricker, adrenaline and connection master Aaron Casa, real estate-agent-turned-nomad Sofia Ligeros, foodie Jiny Maeng, duo Rosie and Harry, and viral dance sensation Nathan Lust. The contestants will compete in four interactive challenges in Singapore with the help of followers on social media.

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