Marina Bay Sands, in collaboration with the Singapore Tourism Board (STB) and United Overseas Bank (UOB), is set to transform the Marina Bay precinct into a vibrant hub of exclusive lifestyle and entertainment experiences. This strategic partnership aims to captivate both locals and tourists through a myriad of offerings across hotels, attractions, retail establishments, and dining venues. By leveraging the strengths of STB’s global brand campaign, Marina Bay Sands’ Bay Precinct Strategy, and UOB’s commitment to providing premium access to Travel, Shop, Dine, and Entertainment events across ASEAN, the collaboration seeks to create a compelling narrative for visitors.
Key Initiatives:
The partnership encompasses the launch of more than 50 exclusive experiences, solidifying the commitment of over 19 precinct stakeholders. These initiatives span hotels, attractions, retail shops, and dining establishments, enhancing the overall appeal of the Marina Bay precinct. The Masterpieces. Made in Singapore marketing campaign will play a pivotal role, showcasing unique experiences in Singapore and targeting key tourist markets, including Indonesia, Japan, Korea, Malaysia, Thailand, and Vietnam.
Noteworthy Collaborations:
The collaboration’s holistic approach involves aligning various marketing efforts, such as STB’s Made in Singapore global brand campaign, Marina Bay Sands’ Bay Precinct Strategy, and UOB’s exclusive access strategy. By merging these initiatives, the partners aim to craft a seamless and compelling tourism narrative that goes beyond individual offerings.
Highlight: Lunar New Year Waterfront Drone Light Show
The partnership kicks off in February with a spectacular waterfront drone light show titled “The Legend of the Dragon Gate.” Celebrating Lunar New Year, this mesmerizing show narrates the mythical tale of the Dragon King through 1,500 drones against the iconic Singapore skyline. UOB cardholders will enjoy curated promotions, including exclusive packages at hotels like Marina Bay Sands, The Fullerton Bay Hotel, and Mandarin Oriental, offering prime views of the breathtaking drone show.
Quotes from Stakeholders:
Kenneth Lim, Assistant Chief Executive, Marketing Group at Singapore Tourism Board, expressed enthusiasm about the collaboration, stating, “This partnership aims to excite and inspire our visitors to explore more of what Singapore has to offer.”
Irene Lin, Senior Vice President and Chief Marketing Officer (Resort Marketing) at Marina Bay Sands, highlighted the potential of the Marina Bay precinct, saying, “The partnership with STB and UOB allows us to further develop our first-in-class Bay Precinct Strategy, offering business travelers a richer and varied leisure experience.”
The tripartite partnership between Marina Bay Sands, STB, and UOB signifies a concerted effort to elevate the Marina Bay precinct into a dynamic and multifaceted destination. By combining unique experiences, strategic marketing campaigns, and collaborative promotions, the partners aim to create a lasting impact on both local and international visitors. This holistic approach reflects a commitment to redefining Singapore’s tourism landscape, making the Marina Bay precinct a beacon for unparalleled entertainment and lifestyle offerings.