Aviation & Mobility

Measurement of Campaign effectiveness

Silverlining Research conducts over 600 interviews in the spring of 2024 as part of a study for Singapore Changi Airport to assess the effectiveness of their Labour Day campaign.

Background

Singapore Changi Airport have asked Silverlining Research to carry out a survey among Chinese travellers to understand the effectiveness of their Labour Day Campaign which ran from April 25th to May 26th. 2024.

Singapore Changi Airport is a major international airport that serves Singapore and is one of the largest transportation hubs in Asia. The airport operates more than 100 airlines with flights to destinations in Asia, Oceania, Africa, Europe, the Middle East and North America.

Method

A quantitative face-to-face survey was carried out to measure the campaign effectiveness for the Labour Day Campaign. Only travelers with a Chinese passport travelling to specific cities in China were interviewed. A total of 603 interviews were conducted.

Results

With these insights, Singapore Changi Airport got insights on how the campaign has influenced their spending behaviour at Changi Airport as well as identifying which marketing channels are the most effective in driving awareness.