21 May 2012 – With June school holidays approaching, commuters entering Chinatown train station along SBS Transit Ltd’s North East Line (NEL) might just notice that the entire station has been decorated with calligraphic illustrations of some less-trodden cities in China.
These cities – Changsha, Hefei, Zhengzhou and Nanchang – are part of Changi Airport Group (Singapore) Pte Ltd’s “Chinese Secondary Cities” advertising campaign, aimed at promoting “new” holiday destinations to travellers. Moove Media Pte Ltd, ComfortDelGro’s Out-of-Home advertising arm,is promoting the campaign through its “Concept Station” package which enables advertisers to buy several advertising spaces – from pillars, walls, escalator glass railings, fare gates, floors to platform screen doors – all within one train station, transforming it into an advertisement platform.
Said Mrs Jayne Kwek, CEO of Moove Media Pte Ltd, of this offering: “The whole concept enables Changi Airport Group to transform an entire station into an advertising vehicle. This way, the advertising message is continuously conveyed to the commuters as they move about within the station.”
Asked how effective the package has been for its advertising campaign, Mr Daniel Lim, Senior Associate of Changi Airport Group, said: “Our target audience are Baby Boomers that frequent the Chinatown area. As such, the Chinatown NEL station becomes an ideal platform for our advertising campaign as it also provides the added convenience of being located near several travel agencies.”
The “Chinese Secondary Cities” advertising campaign ends early June 2012.