DW with Marina Bay Sands
Marina Bay Sands (MBS) won the bid to build an ultimate luxury integrated resort in the heart of Singapore’s prime new business district in Marina South. With the architectural design of the resort finalised, a suit of marketing collaterals from an interim brand identity to sales kits, press advertisements and folders were required. The main objective was to gain awareness, attract and woo retailers, restaurateurs and exhibitors globally.
Planning & Execution
A complete design of marketing collaterals was created with the heavy emphasis of gaining a head start and foothold in the industry. With the brief to create an interim logo that could easily ease into the main logo when it was ready, we worked with subtle elements that will not engrain any strong impression within individuals yet portray MBS character and style.
We imagined how the buildings would look like based on the artist impression and worked closely with various MICE departments to put together contents, facts and figures for the Corporate Sales Kit. Hence, out-of-the-box creative solutions were proposed to enhance the emotive senses of the receiver. With the idea of tourist souvenirs and memoirs, a 3-D pop-up that showcases the famous 3 tower architectural design of the hotel was integrated to the retail sales kit to providing a better perspective of how the ultimate luxury integrated resort will look like.
To further provide updates on the development of the massive project and constantly retain the excitement within retailers, bi-monthly newsletters were created to keep them engaged on the latest news and happenings.
Effectiveness / Results
The collaterals that we put together in the interim helped MBS to establish crucial sales and marketing tools to gain a head start on the direction and initiative for awareness and attraction. Today, Marina Bay Sands has gained global recognition and is now Singapore’s most comprehensive representation of luxury and premium retail, dinning and exhibition platform.