SINGAPORE After surprising observers to clinch Singapore's first casino licence, Las Vegas Sands (LVS) is banking on its communications strategy to effectively position the upcoming property in the face of notable public scrutiny.
Despite strong competition from the likes of MGM Mirage and Harrah's, LVS emerged victorious after the 16-month tender process, and will launch Singapore's first integrated resort at Marina Bay in 2009.
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According to LVS executive director of communications Ron Reese, the integrated nature of the offering will remain centre-stage. Gambling remains a contentious issue among Singapore's religious communities. "In that sense, we are lockstep with the (Singapore) Government," explained Reese. "Gaming is one component, which is why we looked at it not as a gaming location, but as an integrated resort."
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The tender turned into an impromptu PR battle of sorts, with LVS agency Edelman playing the role of de facto winner. Of the other contenders, Harrah's/Keppel retained Publicis Dialog, while Genting allied with Weber Shandwick. Much of LVS' success is being attributed to a consistent communications strategy that, in particular, highlighted its MICE expertise and the job-creation aspects of the bid.
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"Las Vegas Sands is perceived to be the poster child of the MICE category and this was a major factor in the award of the bid," said Edelman Southeast Asia managing director Bob Grove.
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"The communications also focused on the societal commitment to Singapore, such as job creation and retraining of older workers as a differentiating factor to LVS' approach. The LVS spokespeople and communications head were also very available and transparent with the media which is a lesson for any organisation to establish trust with its key stakeholders."
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Reese added that the next stage would also see Marina Bay Sands roll out marketing campaigns, as it bids to attract tourist dollars in a region that already houses Sands and MGM properties in Macau. Even in Singapore, Grove noted, the onus is on Marina Bay Sands to effectively communicate that its offering will contribute to future growth, rather than compete with existing hospitality facilities.
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"This is integral to the LVS approach and will continue for the long-term," he said.
