Singapore – The Singapore Tourism Board (STB), Marina Bay Sands, and UOB have spearheaded a first-of-its-kind partnership to enliven the Marina Bay precinct for locals and tourists. This partnership will focus on introducing appealing lifestyle and entertainment programming for the Bay.
These includes the launch of over 50 exclusive experiences across hotels, attractions, retail shops and dining establishments, in partnership with more than 19 precinct stakeholders.
In addition, this builds on the marketing efforts of all three parties – including STB’s Made in Singapore global brand campaign, Marina Bay Sands’ Bay Precinct Strategy, and UOB’s strategy to provide exclusive access to the best travel, shop, dine and entertainment events across ASEAN – to form a compelling tourism narrative for visitors.
Alongside these engaging programming, this partnership will include a marketing campaign “Masterpieces. Made in Singapore,” leveraging STB’s global campaign that highlights how the ordinary is made extraordinary through a rich tapestry of unique and unexpected experiences made possible only in Singapore.
The campaign communications will go out to key source markets such as Indonesia, Japan, Korea, Malaysia, Thailand and Vietnam, and post-arrival visitors already in Singapore.
Kenneth Lim, assistant chief executive of marketing group at Singapore Tourism Board, said, “We are delighted to partner with Marina Bay Sands and UOB to collaborate with the wider Marina Bay precinct partners to enhance the vibrancy of the Marina Bay precinct by offering a series of unique experiences for visitors to enjoy. This partnership aims to excite and inspire our visitors to explore more of what Singapore has to offer.”
Meanwhile, Irene Lin, senior vice president and chief marketing officer (resort marketing) at Marina Bay Sands, commented, “The Marina Bay precinct has the potential to be a canvas for cutting-edge lifestyle programming, with its diversity of hotel, attractions, retail and dining partners located in close proximity to our integrated resort. The partnership with STB and UOB allows us to further develop our first-in-class Bay Precinct Strategy, which offers business travellers a richer and varied bleisure experience.”
Lastly, Jacquelyn Tan, UOB’s Head of Group Personal Financial Services, said, “UOB is honoured to be a part of this groundbreaking partnership. As the leader in billings for consumer credit cards in ASEAN, we look forward to offering our cardholders across the region an unforgettable experience at the Marina Bay precinct. Whether it be dining, attractions, retail or entertainment, UOB is proud to showcase Singapore’s finest offerings through this partnership.”
The partnership takes flight in February with a spectacular waterfront drone light show at the Bay, in celebration of Lunar New Year. Titled “The Legend of the Dragon Gate”, the show will present the story of the mythical Dragon King, brought to life through 1,500 drones set against the iconic Singapore skyline. Themes of family reunion and perseverance, as well as symbols of luck and prosperity, will feature prominently in the show.
In addition, to complement the drone extravaganza and further enrich the visitor experience around the Bay, the three partners have curated attractive promotions for UOB cardholders in Indonesia, Malaysia, Singapore, Thailand and Vietnam.
