Marina Bay’s Renaissance: A Trio of Titans Join Forces
Together, Marina Bay Sands, United Overseas Bank (UOB), and the Singapore Tourism Board (STB) are reimagining Marina Bay in Singapore. The region is about to get a revitalization thanks to this partnership, which will provide over 50 new experiences to both residents and visitors. These vary from elegant hotel stays to compelling activities, and from unique retail therapy to delicious eating options, all in conjunction with more than 19 important precinct stakeholders.
A Confluence of Strategies: Crafting a Unique Tourism Story
This initiative represents a harmonious blend of several marketing strategies. It combines the STB’s ‘Made in Singapore’ global brand campaign, the Bay Precinct Strategy of Marina Bay Sands, and UOB’s dedication to providing exclusive access to top-tier Travel, Shop, Dine, and Entertainment events across ASEAN. Together, they form a compelling and unique narrative that places Singapore on the global tourism map.
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‘Masterpieces, Made in Singapore’: A Campaign with Global Reach
Integral to this partnership is the ‘Masterpieces, Made in Singapore’ marketing campaign. This initiative, drawing on the strengths of STB’s global campaign, aims to highlight the unique and sometimes unexpected experiences that are possible only in Singapore. This campaign targets key markets including Indonesia, Japan, Korea, Malaysia, Thailand, Vietnam, and also aims to captivate visitors who are already in Singapore.
Kenneth Lim, Assistant Chief Executive, Marketing Group, STB, shared, “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.”
Irene Lin, Senior Vice President and Chief Marketing Officer (Resort Marketing), 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.”
Jacquelyn Tan, Head of Group Personal Financial Services at UOB, stated, “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.”
A Calendar of Events and Exclusive Offers
The partnership’s inaugural event is a mesmerizing waterfront drone light show, titled “The Legend of the Dragon Gate”, set to take place in February as part of the Lunar New Year celebrations. This is just the beginning of a series of events and promotions, including exclusive hotel packages and dining deals, specially curated for UOB cardholders in various ASEAN countries.
Marina Bay’s New Chapter
This collaboration marks a significant chapter in the evolution of Marina Bay as a premier lifestyle and entertainment destination. With a diverse range of experiences and exclusive promotions, Marina Bay is set to offer an unmatched experience for both visitors and locals.
For more information, visit
- Singapore Tourism Board – https://www.visitsingapore.com/see-do-singapore/places-to-see/marina-bay-area
- Marina Bay Sands – https://www.marinabaysands.com/masterpieces
- UOB – www.go.uob.com/carddeals
