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, Worlds most expensive building at $4.7 billion.

Why does MBS need P.R? Relatively new resort only 4 years old. 5 th Year Anniversary Event Promote awareness Increase Sales

Visual Tour of MBS =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 likesFacebook- 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 5 th 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. 5 th year April 20, 2015 Anniversary Event Reintroducing Marina Bay Sands Media Alert Press Release Chef Event Press Conference

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 Media Impressions

Expected Outcomes Media Impression predictions were met Top visitors to million visitors during the week long 5 th Anniversary Event. JanuaryFebruaryMarchApril Promote 5 th Anniversary week long event Reinforce Online Travel packages Promote #DOMBS Promote Special event line up Target 100k hits Target 500k Target 1million Target 2 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?