Archive for the 'Changi Airport' Category

Event PR at Changi Airport – Elvis Impersonation Contest

In commemoration of the 30th anniversary of Elvis Presley‘s death–and to inject some excitement–Changi Airport held an Elvis impersonation contest event, and I witnessed the finals while flying in and out of the airport on a weekend jaunt to Bangkok.

Other than flying in Elvis impersonator Johnny Baron from the U.S. and the prizes for contestants, the event probably didn’t cost much (after all, United Airlines, Philips, and Hard Rock Cafe were sponsors), but I think it sure generated lots of goodwill and positive impressions all around.

Johnny Baron as the event opener generated a fairly large crowd, which grew as he belted out a string of Elvis’ hits with gusto as well as numbers from his contemporaries such as Neil Diamond. Tourists and business travelers alike gathered round, some took off their shoes and sat on the floor, cheering and swaying to the music. While grabbing a bite at the cafeteria upstairs, I spotted a couple dancing in embrace to some of the ballads.

I’ve been fortunate enough to have traveled to many airports around the world, and I’ve to say that Changi, my home base, is the airport that is the most unremitting in its gambit to stay ahead of the game, constantly reinventing and improving itself using a whole host of strategies and tactics. This tactical use of event PR, is a great example of how a little bit goes a long way.

Social media tactics are often a fantastic complement to event PR (I shared the Aveeno case study in an earlier post). Now if only Changi used inject some social media marketing elements to gain extra mileage out of this event!

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