The Brief:

Changi Airport Group wanted to create a premium B2B event that would highlight and drive sales for their duty-free range that includes over 100 premium and rare fine liquors from 66 prestigious brands.

They also wanted to position Changi Airport Group’s World of Wines & Spirits (WOWS) as the ultimate destination for premium and rare fine liquors, emphasising its role as a leading source of exceptional wines and spirits.

This is in addition to enhancing the WOWS brand by building awareness of its exclusive online portal, which offers a carefully curated selection of exquisite wines and premium spirits sourced globally from renowned vineyards and distilleries.

The Strategy:

Having worked with the client since 2022, we proposed this year’s theme of “Artistic Alchemy Of Wines & Spirits”, to highlight a fusion of visual, culinary, and performance art.

The event unfolded as an experiential journey, with guests exploring fine wines and liquors accompanied with complementary small dishes to deepen the tasting experience.

Local celebrities like Ayden Sng, Christopher Lee, Fann Wong, and KOL Jamie Chua attended the event, which included exclusive masterclasses hosted by experts from The Macallan, Bowmore, and Singleton. This year’s WOWS also granted VIP guests an exclusive first look at exceptional selections from Mortlach, The Glenlivet, and other distinguished brands.

The Outcome:

The client has adopted the event as their signature event and has seen an increase in sales year on year. The event exceeded the client’s expectations for both media and online/social media coverage.

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