Tag: Marina Bay Sands

Singapore – Marina Bay Sands has unveiled a new brand vision and campaign as it marks a significant milestone in its US$1.75b reinvestment programme, with the completion of the exclusive Paiza Collection across all three hotel towers. This ambitious transformation, designed to elevate every facet of the guest and hospitality experience, was driven by a singular vision to create a destination that transcends imagination. 

The Paiza Collection–comprising mostly suites and served by Singapore’s largest butler team–forms a key part of Marina Bay Sands’ multi-year transformation towards brand and service elevation, as the integrated resort draws on the world’s best designers and craftsmen to create a new land of luxury. 

The new pinnacle in luxury experiences comes in tandem with a brand transformation. ‘Above Beyond’ celebrates the timelessness, spirit and energy of the integrated resort, building on the existing legacy and elevating its status as an iconic, world-class destination.

The new brand vision aligns with the future ambitions of Marina Bay Sands and reflects the physical makeover that the property has undergone to broaden and elevate its range of product and service offerings, with the premium customer in mind. 

Every aspect of the brand, from its logo and website to hotel amenities, key cards, branded experiences and uniforms worn by staff, has been redesigned to elevate the brand experience to the highest levels of quality and beauty. 

Meanwhile,  to capture the power and significance of both the transformation and the multifaceted experience of the destination, Marina Bay Sands commissioned a multidisciplinary group of creative visionaries to interpret and express ‘Above Beyond’ in their own way. 

The integrated resort’s new visual identity and brand world were developed in partnership with globally renowned creatives from international design consultancy Pentagram and creative agency Frosty, together with the Marina Bay Sands in-house creative team. 

Through bold graphic identity, an evocative short film, striking visuals and one-of-a-kind experiences, the story of this transformation has been brought to life. At the heart of this launch is a set of stories, the first of which is expressed by acclaimed filmmaker Celine Song, best known for her Oscar-nominated debut film Past Lives. The film presents Marina Bay Sands as a universe simmering with possibilities.

Paul Town,  chief operating officer at Marina Bay Sands, said, “From inception, Marina Bay Sands had a forward-looking vision, designed to reshape the tourism landscape of Singapore. Since our opening in 2010, we have defied expectations again and again, and become one of the most successful integrated resorts in the world. We are now at the next stage of development with our ambitious transformation that is pushing the boundaries of luxury hospitality. The new brand vision and property refurbishment is timely as it mirrors and complements this vision, setting the tone as we enter the next phase of growth.”

Present during the launch event for the new brand positioning is chief marketing officer Irene Lin and Sands global ambassador David Beckham.

“Our new master brand has been a massive but critical undertaking as we chart a new direction that embraces the ever-evolving needs and aspirations of the modern traveller of today. ‘Above Beyond’ embodies our ambition to uplift Marina Bay Sands not only as a global cultural icon, but to position the integrated resort as a gamechanger in the luxury hospitality industry. Every single detail, down to the service culture among our more than 11,700-strong workforce, is imbued with our new brand DNA to create a sense of belonging and build a stronger emotional connection with our guests,” said Lin. 

Meanwhile, Beckham commented, “arina Bay Sands is a truly special place – even though I’ve travelled around the world, I always look forward to coming back. A lot has changed since my last visit, and the luxury transformation of the property is truly remarkable. It is a brand that always aspires to be the best in everything it does. That is what I love most about this amazing destination, and why I’m proud to be Sands Global Ambassador.”

Singapore – Marina Bay Sands, UOB, and the Singapore Tourism Board (STB) signed a Memorandum of Understanding (MoU) to formalise their commitment to raising awareness and increasing visitor numbers in the Marina Bay area. This deal demonstrates the trio’s commitment to turning the area into a major leisure and economic hub, drawing both locals and tourists.

First announced in January, the cooperation featured a number of activities, including the captivating “The Legend of the Dragon Gate – Drone Show by the Bay” drone spectacular and the “Masterpieces.. Made in Singapore” marketing campaign. This expanded cooperation is the result of a remarkable pilot relationship that involved 26 local partners offering over 50 exclusive events for UOB cardholders across several nations. 

The campaign was based on the marketing initiatives of the three companies: UOB’s plan to grant special access to the greatest travel, shop, dine, and entertainment events in ASEAN; STB’s global Made in Singapore brand campaign; and Marina Bay Sands’ Bay Precinct Strategy. 

In the future, the partners hope to present Marina Bay as a dynamic place offering a wide range of experiences. Together, they will develop exciting programming for future holiday seasons and keep bringing top-notch activities and attractions to the precinct. Through the utilisation of the combined abilities of companies surrounding the Bay, their goal is to establish Marina Bay Sands as a top location for holding global events and providing exclusive experiences. 

The MoU signing ceremony, which was attended by Minister Grace Fu, saw representatives from Marina Bay Sands, UOB, and STB reaffirm their commitment. This landmark event, conducted concurrently with STB’s Tourism Industry Conference at Sands Expo and Convention Centre, demonstrated the community’s desire to enhance the Marina Bay precinct.

Speaking about the partnership, Irene Lin, Marina Bay Sands, said, “The Marina Bay precinct was enlivened in the first quarter of the year, with multiple partners coming together to bring greater vibrancy to the area and create a stellar experience for guests. This next partnership recognises that the precinct has limitless potential to compete on the world stage as a leading lifestyle and business destination. Our ongoing efforts to elevate Marina Bay Sands signal our commitment to enhance the Bay, and we look forward to working with our partners to create more compelling experiences over the long term.”

Meanwhile, Jacquelyn Tan, UOB said, “We are excited to extend this unique partnership to make the iconic Marina Bay precinct a must-visit destination for both locals and tourists. This unprecedented partnership is the latest in our array of innovative and pioneering entertainment propositions we have acquired for our eight million customers across ASEAN, who have over the past months enjoyed exclusive ticketing access to concerts and festivals featuring internationally-renowned artists across different genres.” 

She added, “We will further leverage our leadership position in the lifestyle space and our unparalleled footprint across the region, to bring more unforgettable retail, dining, travel and entertainment experiences to the precinct for our local and regional cardholders. We look forward to the next partnership with great anticipation, as the possibilities for the period ahead are truly endless.”

Lastly, Kenneth Lim, STB, said, “We are excited to be embarking on the next Marina Bay precinct partnership with Marina Bay Sands and UOB. Building on the success of the pilot partnership, we look forward to collaborating with the wider Marina Bay precinct partners to curate exciting experiences for both locals and overseas visitors to enjoy. Through this partnership, we aim to inspire exploration of Singapore by promoting unique offerings and programming in the Marina Bay precinct, demonstrating our continued appeal as an attractive and vibrant destination.”

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.

Singapore – Popular hotel and integrated resorts Marina Bay Sands has rolled out new features in its mobile app in order to improve guest experience. Some of the features include allowing mobile check-ins and the launch of digital keycards for hotel guests.

These new services kick off a significant programme under the integrated resort’s customer service roadmap to elevate the end-to-end digital experience across all touchpoints of the guest journey. These new functionalities and many more features are now available on Marina Bay Sands’ mobile application for both Android and Apple users.

Upon making a reservation with the hotel, guests can use the Marina Bay Sands mobile app to log in with a membership ID and carry out steps to complete the check-in process. First users must scan a government-issued identity document, then take a selfie photo to verify identity via facial recognition technology, followed by confirming personal details, and lastly activate digital keys for room and lift access upon arrival at the hotel.

In addition to mobile check-in and digital key access, guests can request in-room amenities and order in-room dining through the app. At the end of their stay, guests can also verify their room bill and check out, without having to queue at the lobby or drop off physical keycards. 

For Paul Town, chief operating officer at Marina Bay Sands, the aim of the new mobile app features is to not only transform the conventional check-in experience, but to also allow guests to truly maximise their time and start discovering the property from the moment they arrive. He also adds that they have big plans for their digital offerings and are investing heavily to enhance the overall customer journey across even more touchpoints.

“Marina Bay Sands has always embraced technology in our constant pursuit to enhance service standards and convenience for our guests. Regarded as a breakthrough for a standalone hotel of our scale in Singapore, our new mobile offerings will enable an effortless end-to-end guest experience to create new value for our customers. These innovations will also enable our team members to take on higher-value tasks such as rendering more personal service to our guests,” Town said.