Marina Bay Sands reveals new brand vision campaign

Marina Bay Sands (MBS) unveiled its new brand vision and campaign as it marks a significant milestone in its US$1.75 billion reinvestment programme.

The Singaporean hospitality icon recently completed the implementation of its exclusive Paiza Collection across all three hotel towers. 

This ambitious transformation, designed to elevate every facet of the guest and hospitality experience, was driven by a singular vision to create a destination that transcends imagination. 

The Paiza Collection, mostly made up of suites and served by Singapore’s largest butler team, forms a key part of Marina Bay Sands’ multi-year transformation towards brand and service elevation, as the integrated resort draws on the world’s best designers and craftsmen to create a new land of luxury.

A new vision: Above Beyond

Complementing the infrastructural changes, the new brand vision Above Beyond will herald a new era. 

The statement is designed to convey both the unique height and grandeur of its iconic architecture, as well as Marina Bay Sands’ unwavering ambition to surpass expectations and set new benchmarks in hospitality. 

A multi-million-dollar brand redesign and campaign envisioned in-house and executed by world-class creatives including Pentagram New York, Frosty, and acclaimed filmmaker Celine Song, articulates the resort’s ongoing ambition to cement its place as one of the leading destinations in the world.

MBS chief operating officer Paul Town said: “We are now at the next stage of development with our ambitious transformation that is pushing the boundaries of luxury hospitality. The new brand vision and property refurbishment is timely as it mirrors and complements this vision, setting the tone as we enter the next phase of growth.”

The milestone was announced at a global press event held at Sands Theatre by Town, together with Sands Global Ambassador David Beckham and chief marketing officer Irene Lin.