Partnership between Singapore Tourism Board, Marina Bay Sands, and UOB brings over 50 exclusive experiences to the Marina Bay precinct, aiming to enrich the lifestyle and entertainment options for both locals and tourists.
Singapore, 25 January 2024 – The Singapore Tourism Board (STB), Marina Bay Sands, and UOB have joined forces to elevate the Marina Bay precinct, offering a diverse array of experiences for residents and visitors alike. This innovative partnership, involving more than 19 precinct stakeholders, focuses on introducing over 50 exclusive offerings spanning hotels, attractions, retail shops, and dining establishments.
The collaboration capitalizes on the collective marketing efforts of the three entities. STB’s “Made in Singapore” global brand campaign, Marina Bay Sands’ Bay Precinct Strategy, and UOB’s commitment to providing exclusive access to premier travel, shopping, dining, and entertainment events across ASEAN converge to create a compelling narrative for tourism.
Kenneth Lim, Assistant Chief Executive, Marketing Group, Singapore Tourism Board, expressed enthusiasm, stating, “This partnership aims to excite and inspire our visitors to explore more of what Singapore has to offer.”
The collaborative effort extends beyond programming and includes a marketing campaign titled “Masterpieces. Made in Singapore,” aligning with STB’s global campaign that emphasizes the extraordinary nature of everyday experiences in Singapore. The campaign will target key source markets, including Indonesia, Japan, Korea, Malaysia, Thailand, and Vietnam, as well as post-arrival visitors in Singapore.
Irene Lin, Senior Vice President and Chief Marketing Officer (Resort Marketing), Marina Bay Sands, highlighted the potential of the Marina Bay precinct, stating, “The partnership with STB and UOB allows us to further develop our first-in-class Bay Precinct Strategy, which offers business travelers a richer and varied bleisure experience.”
Jacquelyn Tan, UOB’s Head of Group Personal Financial Services, expressed UOB’s pride in showcasing Singapore’s finest offerings through this groundbreaking partnership.
The collaboration kicks off in February with a spectacular waterfront drone light show titled “The Legend of the Dragon Gate,” celebrating Lunar New Year. The show, featuring 1,500 drones against the iconic Singapore skyline, will depict the story of the mythical Dragon King, emphasizing themes of family reunion, perseverance, luck, and prosperity. The partnership will continue with joint marketing initiatives, including promotions aligned with upcoming events such as the Taylor Swift | The Eras Tour and the Rod Stewart “Live in Concert, One Last Time” tour.
To complement the drone light show, attractive promotions have been curated for UOB cardholders in Indonesia, Malaysia, Singapore, Thailand, and Vietnam. These include hotel packages with prime views, special deals at popular attractions, and dining privileges at renowned restaurants.
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