Changi Airport has launched the latest instalment of its A Taste of Asia campaign series via Connecting Plots, tapping Australian creators Tom Smallwood and Lachy Mac to encourage travellers to venture beyond Southeast Asia’s best-known tourist hotspots.
Rolling out across Australia and New Zealand, the campaign follows food creator and cookbook author Smallwood alongside comedian Lachy Mac as they explore the food, culture and adventure offerings of Labuan Bajo, Cebu and Phu Quoc, all accessible via Changi Airport.
The campaign builds on the success of Changi Airport’s A Taste of Asia and Week-long Layover initiatives launched in 2025, and aims to capitalise on growing demand for authentic, experience-led travel.
According to Tourism Australia research, food, wine and local cuisine remain among the strongest influences on Australians’ holiday decisions, with travellers increasingly seeking cultural and culinary experiences when choosing destinations.
The new content series showcases lesser-known destinations and experiences across Southeast Asia, highlighting local cuisine, hidden attractions and adventure activities designed to inspire travellers to look beyond traditional itineraries.
Kelvin Ng, vice president of corporate and marketing communications at Changi Airport Group, said many Australians and New Zealanders were returning to Southeast Asia regularly but often overlooking the breadth of experiences available.
“Many travellers return to Southeast Asia time and again because it’s close, familiar and offers incredible variety. But beyond the well-known destinations, there are countless experiences that often go undiscovered,” Ng said.
“A Taste of Asia is about inspiring travellers to look a little deeper and giving them the confidence to explore a different side of the region, and of course to choose Changi Airport as the gateway to Asia.”
Connecting Plots Group has combined creator partnerships, destination itineraries and social-first content to engage travellers throughout the trip planning process.
Trip.com has also joined the initiative as the campaign’s booking partner, offering travel deals and promotions to encourage bookings.
Dave Jansen, chief imagination officer at Connecting Plots Group, said travellers were becoming more discerning about the content they trust.
“Travel inspiration is everywhere. Trust isn’t,” Jansen said.
“People are getting better at spotting manufactured influencer moments and polished recommendations. What they want now are experiences that feel real, useful and culturally authentic.”
CREDITS
Client: Changi Airport Group
Group Senior Vice President, Corporate & Marketing Communications: Ivan Tan
Vice President, Corporate & Marketing Communications: Kelvin Ng
Manager, Corporate & Marketing Communications: Lau Jia Xin
Assistant Manager, Corporate & Marketing Communications: Vera LengCreative & Comms: Connecting Plots Group
CEO: Tom Phillips
Chief Imagination Officer: Dave Jansen
Senior Copywriter: Phil Barnes
Senior Art Director: Jonti Groth
Group Business Director: Sommer Smith
Project Director: Rachel Heffernan
Head of PR & Influencer: Katie Eastment
Senior Social Account Manager: Abbie Bradwell
Design Director: Blair Palmer
Creative Operations Director: Mary Morrell
Production: Infinity Squared
Executive Producer: Erin McBean
Creative Director: Adam Wise
Senior Producer: Katie Dorman
Editor: Cem HizliMedia: PHD SingaporeTicketing Partner: Trip.comCreators
Tom Smallwood
Lachy Mac
