Marina Bay Sands

By: Amanda, Drew, Matt

Background: Marina Bay Sands, Singapore

• First and largest integrated resort in Singapore.

• Developed by Las Vegas Sands.

• Lead design by Moshe Safdie.

• Opened on April 20, 2010.

• Worlds most expensive building at $4.7 billion.

Why does MBS need P.R?

• Relatively new resort only 4 years old.

• 5th Year Anniversary Event

• Promote awareness

• Increase Sales

Visual Tour of MBS

https://www.youtube.com/watch?v=ih6mmsGFUx4

The ultimate vacation experience

Attractions

• Vanishing edge pool

• Sands Expo

• Convention Centre

• MBS Casino

• The Shoppes

• Art Science Museum

• Theatre

Publications

• Reaching for the Sky: Marina Bay Sands Singapore- by Moshe Safdie

• The Arup Journal: Marina Bay Sands Special Issue- by Arup Journal Organization of Designers

• Insight Guide- Marina Bay Singapore

• Travel Advisor- “Infinity pool was awesome and one can see sun rise/sunset and the whole city from the top! A must do in Singapore. Luxury and Singapore truly at it best!”

Key Messages

• Singapore is the new “next best thing” in the world as far as travel (according to CNN, BBC, HuffPost, and Loneley Planet.)

• Marina Bay Sands is most spectacular resort/hotel in Singapore, with seven celebrity chef owned restaurants serving the best food, a rooftop infinity pool providing the best view, and the best location for starting your Singapore adventure.

• Thus: By staying at the Marina Bay Sands, you will be experiencing the “best of the best” in the world.

Media Alerts

Instagram- 122,412 likes Facebook- 1,580,024 viewers

Celebrities

• Famous celebrities that have visited Marina Bay Sands

• Mario Batali-American Chef

• Jlo-American Singer

• Katy Perry-American Singer

Objectives

• Promote awareness of Marina Bay Sales by using media outlets such as Instagram, twitter, and Facebook

• Increase Sales by promoting our Gold, Silver, and Bronze travel Packages

Strategy

Use the buzz about Singapore from major travel sites and agencies to aid promotion of our Gold, Silver, and Bronze travel packages on social media outlets. Packages are part of a limited time offer for the 5th year Anniversary Event.

• Gold Package: 5 night/6 day stay: Includes round trip airfare, Presidential Suite with a view, complementary Chef dinner, VIP pass to all events on site, $1000 free play chips.

• Silver Package: 4nights/5day stay: includes round trip airfare, Junior suite with a view, complementary breakfast, $500 free play chips.

• Bronze Package: 3 nights/4 day stay: includes round trip airfare, Standard suite, subsidized meal packages, $100 free play chips.

Tactics

• The Press Trip:

Travel bloggers and journalists will be invited to attend an event in which the six celebrity chefs that own restaurants in the hotel compete against each other.

The resulting experience will generate positive buzz and press for the Sands, plus increased attendance for the event itself.

5th year April 20,

2015 Anniversar

y EventReintroducing Marina Bay Sands

Target Audiences

• Travel-centric women and men in their mid to late 30’s to late 50’s with disposable income, or those that have enough wealth to experience the finest in Singapore.

• Traveling business professionals that wish to “add a stop” to their business trips.

Evaluation

• Secure 200,000 likes on Instagram

• Reach 2,000,000 million views on Facebook

• 1,000,000 retweets on twitter

• #DoMBS

Evaluation

Janurary

Feburary

March

April

0 1 2 3 4 5 6

Chart Title

Facebook Instagram Twitter

Media Impressions

Expected Outcomes

• Media Impression predictions were met

• Top 2011- 38.7 visitors to 2015 50million visitors during the week long 5th Anniversary Event.

January February March April

Promote 5th Anniversary week long event

Reinforce Online Travel packages

Promote #DOMBS

Promote Special event line up

Target 100k hits

Target 500k

Target1million

Target2 million

Manage any issues

Offer Audience Incentives

Confirm attendees

Red carpet Event

Budget Break Down

• $7 million

• Agency Fee $1.5 million

• Print- $500,000

• Week long events- $3 million

• Celebrity Appearances- $1.5 million

• Miscellaneous- $500,000

The End

Any Questions?