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Changi 10th Anniversary and Family Day


To celebrate their 10th anniversary, Changi Airport Group gave their staff & families an exclusive world-first experience in the Canopy Park at the newly opened Jewel Changi Airport. The Event Plaza was transformed into a carnival with food and game stalls, unique roving acts and lucky draws, to keep guests engaged alongside the Canopy Park attractions. ALIVE activated a team over 100 professional brand ambassadors, entertainers and skilled crew to execute this once-in-a-lifetime event.

Working in a pristine new venue with the scale and complexity of Jewel presented unique challenges. ALIVE’s responsibilities included extensive experience strategy, operational planning, crowd flow modelling, health & safety management, registration and guest services for over 5000 CAG employees and partner businesses, catering, talent management, staffing & security, and client servicing. We worked hard to ensure that the creative strategy and execution was context-driven, working with the architecture to deliver a message rather than competing with it for attention. ALIVE focused the experiential strategy on connectedness, ensuring that touchpoints emphasised not only ten years of history, but also the emotional connection and collective achievements of colleagues through the years.

While we knew there would be a lot of anticipation for the opening of Jewel’s incredible attractions, we needed to absolutely maximise the venue capacity over two days while ensuring a seamless, frustration-free experience. ALIVE managed a full program of digital and live experiences designed to maximise pre-registrations and generate a real buzz and excitement during the crucial days before the event weekend.

The past few months of planning with great attention to details and two solid days of immaculate guest-oriented execution made a deep and lasting impact on the 5000 plus CAG folks and their families! This is evident from their broad smiles, squeals from the children, beautiful photos and abundant compliments from our colleagues. Thank you so much for this wonderful partnership with ALIVE!

Poh Li San
Vice President, T5 Planning, CAG