On track at Changi

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Martin Moodie
Martin Moodie is the Founder & Chairman of The Moodie Report.


Expectation is building for the Singapore F1 Grand Prix, raced at night around the streets of Singapore on 27 September. But there’s plenty happening ‘trackside’ at Changi Airport too.

Many retailers from around Asia Pacific will be in Singapore for the big race,. And one leading brand company – Diageo Global Travel & Middle East (GTME) – has really entered the spirit of the event by unveiling a stunning F1 execution at Changi Airport to celebrate both the race and the 100th anniversary of Johnnie Walker Black Label.

In less than the time it takes Lewis Hamilton to complete a race, the concourse in T3 was transformed into Johnnie Walker’s own F1 concourse, featuring a Black Label Concourse and a full-size racing car.

 Corporate Relations Director Tim Rycroft told The Moodie Report: “Our Changi F1 concourse went live on Saturday, with fantastic crowd response to our activation.

“The crowds were queuing to enter our concourse. The larger-than-life activation, which includes virtual reality driver suit technology and the full-scale car, are huge footfall magnets.”

What a fantastic example of brand, retailer (DFS Group) and airport (Changi Airport Group) working together in partnership to create theatre, and drive footfall and penetration. It’s also a great example of localising a global campaign.

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