Marina Bay Sands (MBS), UOB and Singapore Tourism Board (STB) inked an MoU this morning, underscoring their commitment to driving awareness and strengthening visitorship to the Marina Bay precinct.
This follows on from an earlier partnership, headlined by the Masterpieces. Made in Singapore marketing campaign in 1Q2024, which delivered the high profile The Legend of the Dragon Gate – Drone Show by the Bay as well as over 50 exclusive experiences supported by 26 precinct partners, from hotels to restaurants. The campaign attracted 3.2 million video views and 47 million impressions over a two-month period.
Under the latest agreement, partners will present the Marina Bay precinct as a vibrant must-visit destination with a riveting suite of experiences and explore ways to promote hotels, attractions, entertainment venues, retail and dining establishments in the area. Efforts will also be made to attract world-class events and experiences, and stage them in Singapore.
The partners will also be working on programmes for the Christmas and Chinese New Year festive periods.
MBS will continue to enliven the precinct by through world-class experiences, including Broadway hits Hamilton and Miss Saigon at Sands Theatre, and The World of Studio Ghibli launching at ArtScience Museum from October, among others.
MBS’ Irene Lin said: “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.”
UOB’s Jacquelyn Tan said: “This unprecedented partnership is the latest in our array of innovative and pioneering entertainment propositions we have acquired for our eight million customers across (South-east Asia), who have over the past months enjoyed exclusive ticketing access to concerts and festivals featuring internationally-renowned artistes across different genres. 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.”
STB’s Kenneth Lim added: “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.”
Witnessed by Singapore’s minister for sustainability and the environment and minister-in-charge of trade relations, Grace Fu, UOB deputy chairman and CEO Wee Ee Cheong, MBS’ chief operating officer Paul Town, and STB’s chief executive Melissa Ow, the MoU signing ceremony took place alongside STB’s Tourism Industry Conference, which was hosted at Sands Expo and Convention Centre this morning.
The signatories were MBS’ senior vice president and chief marketing officer (resort marketing) Irene Lin, UOB’s head of group personal financial services Jacquelyn Tan, and STB’s assistant chief executive (marketing group) Kenneth Lim.
