Changi Airport Group

The Changi Airport Group (CAG), a leading international airport operator based in Singapore, has consistently earned the title of The World’s Best Airport. A prestigious award that benchmarks on customer experience and key performance indicators in the global aviation industry.

The group’s mission is to continuously innovate to create a seamless, hassle-free travel experience for all passengers, while maintaining the highest standards in safety and security.

IPPWORLD responded to CAG’s government public tender and was successful awarded to provide creative translation service from English into Simplified Chinese

The Challenge

CAG makes it their priority to provide travellers with exceptional and memorable experiences. Based on tender specifications, CAG wants to showcase the many activities and attractions that are available to Chinese travellers from the moment they arrive, till the time they depart.

The IPPWORLD Solution

For the pre-transcreation process, our Shanghai editorial team researches travel apps to familiarise themselves with common dialogues and exchanges amongst China’s regular outbound travellers. Our Singapore team coordinated with the Client as well as provided clarifications on CAG’s preferred marketing content style.

The English web content and literature provided by CAG’s marcom team were put under comprehensive transcreation and localisation processes, with the aim to tailor to the unique cultural nuances and linguistic preferences of the average Chinese traveller.

Approved Simplified Chinese content was then integrated and populated into CAG’s CMS. Our language editorial team also helped review and update the client’s existing Chinese content.

Lastly, we conducted online quality assurance for our newly transcreated content, as well as terminology consistency checks on CAG’s existing Simplified Chinese content, before they were ready for Live publishing.

The Results

The Client was happy with the informed experiences of Chinese travellers from the variety of activities and facilities available during their time spent at Changi Airport.