Australian TikTok comedian Maddy MacRae has conducted a five-day residency at Singapore’s Changi Airport as part of a new influencer-led campaign called “The Week-Long Layover.” The activation, which began Monday, July 28, and ended today August 1, with MacRae broadcasting her experience via daily livestreams to her combined 2.9 million followers across TikTok and Instagram.

Creative communications group Connecting Plots developed the campaign in partnership with Changi Airport Group, drawing inspiration from the film “The Terminal.” The initiative had the aim to showcase Changi as more than just a transit hub but a destination worth extending layovers for, particularly targeting Australian and New Zealand travelers.

Throughout her stay, MacRae explored various attractions within the award-winning airport, including Jewel Changi Airport’s Rain Vortex, Canopy Park, the Butterfly Garden, and the Aerotel rooftop swimming pool. The campaign incorporated interactive elements, with one selected follower being flown in to join MacRae for 24 hours of the experience.

“At Changi, we believe that the journey should be just as memorable as the destination,” said Kelvin Ng, Changi Airport Group VP of Corporate & Marketing Communications, in a media release. “Through this campaign, we hope to inspire travelers to rethink the layover and see Changi as a destination on its own.”

Broader Strategy to Extend Layovers

The MacRae campaign represents one component of Changi’s multi-faceted approach to encourage longer stays. The airport has also revitalized its “Free Singapore Tour” program for passengers with layovers between 5.5 and 24 hours, offering City Sights, Heritage and Culture, and new Changi Precinct tours.

Additionally, Changi continues expanding its attractions, installations, gardens, and retail options throughout the terminals. The airport has further embraced digital engagement through “ChangiVerse,” a metaverse experience created with Accenture that allows virtual interaction with the airport’s attractions.

Campaign Structure

The “Week-Long Layover” stands out among airport influencer campaigns for its extended duration, live interactive content focus, and narrative structure.  Previous Changi influencer activations included a Vietnamese campaign with ST Son Thach that spanned only two days, using scripted quest-style content rather than a full immersive stay.

Other notable airport influencer stunts include Košice International Airport in Slovakia, which ran an “Around the World in 80 Hours” challenge focusing on international adventure rather than airport immersion. Amsterdam’s Schiphol Airport has employed Dutch influencers primarily to educate travelers about security processes rather than showcasing the airport as a destination.

“Maddy’s irreverent tone and ability to bring wild ideas to life made her the perfect partner for this campaign,” noted Matt Geersen, Connecting Plots Creative Partner. “This is about reimagining what an airport experience can be.”

The campaign celebrates Changi’s recent achievement as the World’s Best Airport for a record 13th time.