Changi International Airport consistently voted as the best airport in the world, already has a world class brand in place. So the main task was to guarantee that the employees could communicate the brand to a level that customers could indulge in the experience. The game plan developed was a mixture of strategic communication tools and internal staff training. Visual and experiential communications tools including the creation of a brand mascot greatly helped to personalize the brand personality.
As a result of the efforts staff achieved greater understanding of the brand. Greater awareness led to increased pride among employees. Consequently they were more willing to be active brand advocators and committed staff workers.