Changi Airport Group picks creative and digital partners

iShopChangi and Changi Rewards, the eCommerce and loyalty arms of Changi Airport Group (CAG), have appointed Section and Nine:TwentyEight as its creative and digital partners. 

The two-year partnership, starting from 1 April 2026, will see the agencies will handle creative and marketing for the brands, with a sharp focus on digital campaigns and customer engagement.

According to a CAG spokesperson, the pitch process attracted strong interest from both network and boutique agencies. Section and Nine:TwentyEight were chosen for the strength of their proposal, pitch performance and capabilities in digital and CRM. 

MARKETING-INTERACTIVE understands that Tribal Worldwide Singapore was the incumbent. 

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"Retail has long been an integral part of the Changi Airport experience, from pre-flight shopping rituals to the convenience of travel-ready purchases. This appointment reflects iShopChangi’s intention to build on that strength by further enhancing how iShopChangi’s and Changi Rewards engage customers in the digital space," said the spokesperson. 

Furthermore, the appointments represent an important step in strengthening both brands’ presence and ensuring that the online experience continues to reflect the quality, convenience and customer focus associated with Changi Airport, added the spokesperson.

In a statement to MARKETING-INTERACTIVE, Ryan Hoe, managing partner of Section said "We’re proud to partner with the teams behind iShopChangi and Changi Rewards, alongside Nine:TwentyEight, to support the continued evolution of Changi’s retail experience in the digital and creative space. Retail at Changi Airport has always gone beyond transactions to create memorable journeys for travellers and shoppers alike."

He added that the agency will focus on bringing together creativity, data and technology to strengthen customer engagement and set a new benchmark for brand experiences.

Jude Foo, general manager at Nine:TwentyEight, shared his excitement. “What better way to kickstart 2026 than with an amazing win. All of us at Nine:TwentyEight are excited to partner Section to work with the awesome team at iShopChangi and Changi Rewards and create some outstanding work. Exciting times ahead." 

Over the past year, Changi Airport has been actively growing its international brand presence through social-first, content-led campaigns.

In August 2025, it partnered with Connecting Plots on a stunt inspired by the film The Terminal, positioning Changi as a destination in its own right for Australia and New Zealand travellers rather than just a transit point. Over the week, creator Dee MacRae explored attractions including Jewel Changi Airport’s Rain Vortex, Canopy Park, the Butterfly Garden and the Aerotel rooftop swimming pool, bringing the airport’s experiences to life for her followers.

In a twist, one follower was flown in to join MacRae for 24 hours, extending the activation both on-ground and online. The stunt coincided with Changi celebrating its 13th win as the “World’s best airport”, using social-first content to showcase its experiences to a new generation of travellers.

Meanwhile, earlier in April 2025, Changi Airport launched “A taste of Asia”, a content series set to inspire Australian travellers to explore Southeast Asia through its vibrant food culture. Positioning Changi as the ultimate gateway to the region, the series followed Australian content creators Sinead Chabowski and Joshua Shediak on culinary adventures across Chiang Mai, Phnom Penh and Da Nang, with each three-minute episode blending destination storytelling with Changi touchpoints.

Shot across four countries in 12 days and rolled out across YouTube, TikTok, Meta and more, the campaign was designed to shift young Australians’ perceptions of Southeast Asia as a rich, experience-led alternative to the usual European hotspots. Together, these initiatives underscore Changi’s broader push to pair travel retail and airport experiences with always-on, content-driven engagement, a journey iSC and Changi Rewards are now extending through their new creative and digital partnerships.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

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