Developed by Connecting Plots Group, the campaign builds on Changi Airport’s 2025 A Taste of Asia and Week-long Layover initiatives, responding to growing demand for authentic, experience-led travel.

The new content series follows Australian food creator and cookbook author Tom Smallwood alongside comedian Lachy Mac as they explore Labuan Bajo in Indonesia, Cebu in the Philippines, and Phu Quoc in Vietnam, all accessible through Changi Airport. 

Through creator-led storytelling, the campaign highlights local cuisine, hidden attractions and cultural experiences that extend beyond conventional travel itineraries.

According to Changi Airport Group, the campaign is designed to inspire travellers to explore lesser-known destinations while positioning Changi as a gateway to discovering Southeast Asia.

Kelvin Ng, Vice President of Corporate and Marketing Communications at Changi Airport Group, said, “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.”

“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.”

The campaign combines creator partnerships, destination-focused itineraries and social content designed to engage travellers throughout the planning journey. 

Trip.com has also joined the initiative as the booking partner, offering travel promotions aimed at converting inspiration into bookings.

Dave Jansen, Chief Imagination Officer at Connecting Plots Group, said the campaign reflects changing traveller expectations.

“Travel inspiration is everywhere. Trust isn’t. 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.”

The latest ‘A Taste of Asia’ campaign is now rolling out across Australia and New Zealand.

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Developed with Connecting Plots Group, the campaign builds on the brand’s “Happy to Help” platform and features influencer-led “pressure tests” inspired by the realities of moving out of home for the first time. 

Comedian and content creator Lachy Mac fronts the initiative, with results shared through social media and retail channels.

“Our insight was that in your first place out of home, a fridge becomes a quiet marker of how well you’re adulting,” said Dave Jansen, co-founder and chief imagination officer at Connecting Plots Group. 

Jansen added, “So we shifted the conversation from features to identity. Instead of focusing on what a fridge does, we showed what it says about you.”

“Happy to Help has been a powerful platform for us over the past three years. It’s played a significant role in driving Westinghouse to the number one consideration spot in the category by showing up in genuinely useful ways for Australians,” said Karen Nguyen, consumer marketing manager – Core Brands at Westinghouse. 

Despite remaining Australia’s most popular fridge brand, Westinghouse has seen declining relevance among younger audiences and is seeking to build early connections with Gen Z consumers in a category characterised by low engagement and long replacement cycles.

“This next chapter is about evolving that platform for a new generation. We’re broadening its meaning and tailoring it to younger audiences, proving that being helpful isn’t just about product features, it’s about understanding the life moments that matter,” Nguyen added.

The campaign is being rolled out across social platforms, with in-store “Pressure Tested” creative linking the storytelling to point-of-sale displays.

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