Changi Airport Makes A Millionaire
Gone are the days when an international airport might be limited to a magazine stand, a duty-free shop and a cafeteria. Modern airports have retail mixes that approach mid-sized malls, and some of the challenges that come along with that.
Changi Airport in Singapore, for example, has dozens of retailers and dining locations in each of its four terminals. The Changi Airport Group is dedicated to supporting its retailers, and that means retail promotions. Earlier this month, it launched “Be A Changi Millionaire” to get traveling shoppers excited.
In what may be the largest retail giveaway in Singapore (or airport giveaway anywhere), shoppers at Changi Airport can enter a per-spend draw to win 1,000,000 SGD (about $700,000 USD). The minimum spend is $60, but shoppers earn extra entries for increased spending, loyalty club membership, and Visa purchases. Each day of the promotion, one lucky shopper will take home $1000, and each month a finalist will be drawn to be entered in the million dollar draw. Finalists will also get $5000 and a stay at a Singapore hotel (with airfare for foreign winners). It’s certainly a prize to get excited about.
Setting aside the outrageous budget for this promotion, the airport has had a lot of fun with the marketing. It put together a 400 person flash mob dance to capture the potential joy of winning a million bucks, and that video has picked up thousands of views on YouTube. You can watch it, and find out more about the promotion, here. And if you’d like to find out more about how they put it all together, here’s a behind the scenes look at the video.
