Explore how CTS.AD developed the Fly-Cruise campaign for Changi Airport Group, including brochures, infographics, banners and promotional collaterals.
Changi Airport Group engaged us to develop creative collaterals for the Fly-Cruise Transfer Service campaign, a seamless travel solution allowing passengers to land at Changi Airport and continue directly onto a cruise. The objective was to clearly communicate convenience, efficiency and premium travel experience, positioning Singapore as a smooth and attractive fly-cruise hub for international travellers. Campaign Strategy & Messaging The campaign centred on one core promise: a one-stop, seamless transfer from flight to vessel . We translated this into clear benefit-driven messaging: Seamless baggage transfer Early check-in and lounge access Leisure time at Jewel Coordinated ground transfer to the cruise terminal To simplify the passenger journey, we designed a visual infographic titled “Journey of a Fly-Cruise Passenger” , mapping out each stage from arrival immigration through to cruise boarding. The use of directional arrows, iconography and colour-coded pathways made the process easy to understand at a glance. Visual System & Design Language The visual identity combined Changi’s brand palette with modern geometric accents and travel-inspired graphics. Clean iconography and structured layouts ensured clarity across both print and digital applications. Photography of Jewel Changi Airport, the control tower and cruise liners reinforced the premium travel experience while grounding the campaign in recognisable Singapore landmarks. The design system was built to be adaptable across multiple formats while maintaining visual consistency. Brochures & Information Collaterals We developed a comprehensive brochure detailing the Fly-Cruise service, including, Service benefits, Lounge and check-in details, Jewel attractions and Passenger journey infographic. The brochure balanced information clarity with aspirational imagery, ensuring it served both as an informative guide and a promotional piece. On-Ground Campaign Assets To support outreach and trade engagement, we extend
Original source: https://www.ctsadv.com/work/fly-cruise-campaign-for-changi-airport-group.html
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