LONDON — FleishmanHillard Fishburn (FHF) has won the UK PR account for Changi Airport Group’s new lifestyle destination, Jewel. The agency’s brand team was appointed after a competitive two-stage pitch.

The remit includes UK PR strategy, media relations and press office over the eight-month launch period for the ten-storey, 137,000 sq m development in Singapore, designed by architect Moshe Safdie.

Jewel is set to open this spring, and will house aviation, travel-related and lifestyle facilities for international visitors to Singapore as well as retail and play attractions, an indoor forest and the world’s tallest indoor waterfall. Arrivals from the UK to Changi Airport totalled 508,000 in 2018, an increase of 13.4% year on year from 2017.

FHF has been tasked with promoting Jewel to UK passengers travelling to or in transit through Changi Airport, which has been voted the World’s Best Airport for a seventh consecutive year at the Skytrax World Airport Awards 2019.

The account will be headed up by director Alison Hope, reporting to the agency’s MD of consumer brand and marketing, EMEA Lauren Winter and, at Changi Airport, group senior VP, corporate and marketing communications Ivan Tan.

Changi Airport Group has appointed agencies in Singapore, Australia, China, India, Indonesia, the UK and the US for the Jewel brief. Agency management and global campaign coordination is handled by the internal team out of Singapore.

Winter said Changi Airport was “a great addition to the agency’s roster as it grows its lifestyle offering”. Existing brands in FHF’s lifestyle and travel portfolio include Bose, Crocs, GoPro and Singapore Airlines.