Marina Bay Sands goes above and beyond in new brand vision campaign

Hospitality icon Marina Bay Sands has unveiled a new brand vision and campaign. 

The new brand vision, 'Above Beyond', celebrates the timelessness, spirit and energy of the integrated resort, building on the existing legacy and elevating its status as an iconic, world-class destination. 

The new brand vision aligns with the future ambitions of Marina Bay Sands and reflects the physical makeover that the property has undergone to broaden and elevate its range of product and service offerings, with the premium customer in mind. 

Don't miss: Raffles Hotels' legendary butler brings luxury and glamour directly to guests in new campaign 

Every aspect of the brand, from its logo and website to hotel amenities, key cards, branded experiences and uniforms worn by staff, has been redesigned to elevate the brand experience too. The visual identity was created in collaboration with design consultancy Pentagram New York. 

"Our new master brand has been a massive but critical undertaking as we chart a new direction that embraces the ever-evolving needs and aspirations of the modern traveller of today. 'Above Beyond' embodies our ambition to uplift Marina Bay Sands not only as a global cultural icon, but to position the integrated resort as a gamechanger in the luxury hospitality industry. Every single detail, down to the service culture among our more than 11,700-strong workforce, is imbued with our new brand DNA to create a sense of belonging and build a stronger emotional connection with our guests," said Irene Lin, chief marketing officer, Marina Bay Sands. 

Following the new brand vision is a campaign envisioned in house in collaboration with creative agency Frosty and acclaimed filmmaker Celine Song. The campaign sees the release of an evocative short film which brings the resort's transformation to life. It is directed by Song.

In addition, a suite of over 500 assets comprising campaign photographs and short-form videos was also commissioned as part of the multi-part campaign. It features globally renowned Shanghai-based fashion photographer Nick Yang, Singapore-based photographers Khoo Guo Jie, Juliana Tan, Jovian Lim and Stefan Khoo, as well as director Caleb Huang.

Another 10 video vignettes showcase the superb craftsmanship and savoir faire behind the curation of interior design details.

"Modern brands are not defined by one campaign or key visual - they are built through creation of whole 'brand worlds', multifaceted expressions of feeling and place through storytelling. Today our destination is proud to unveil the many emotive facets of our refreshed brand through design, film, photography, experiences and much more," added Lin.

The campaign launches today and will run into next year.

The milestone was announced at a global press conference held at Sands Theatre yesterday (7 Nov) by Marina Bay Sands COO Paul Town, CMO Lin and Sands global ambassador David Beckham. 

"Marina Bay Sands is a truly special place - even though I've travelled around the world, I always look forward to coming back. A lot has changed since my last visit, and the luxury transformation of the property is truly remarkable. It is a brand that always aspires to be the best in everything it does. That is what I love most about this amazing destination, and why I'm proud to be Sands Global Ambassador," said Beckham. 

Marina Bay Sands is not the only hospitality icon to release a campaign in recent months. Earlier in September this year, luxury hospitality brand Raffles Hotels and Resorts unveiled a new global campaign celebrating the brand's legendary Butler Service and its role in crafting an inspiring and unexpected guest experience. 

The campaign, titled "The Butler Did It", features a brand film starring actor Waris Ahluwalia, fashion icon Robert Rabensteiner, and model May Siu as quintessential Raffles guests while renowned model Tim Easton stars as the Butler.  

Under the creative direction of Trey Laird, and shot by photographer Dylan Don, the film is set against the backdrop of Raffles Singapore and the brand's flagship property known for its Butler Service since its opening in 1887.

The film showcases some services available including arranging a private tour of the Palm Garden Fountain, meeting requests for in-room dining, reserving a poolside private cabana and even procuring tickets to a show - all before a guest can ask for it. 

In tandem, through "The Butler Did It", the brand focused on one of the most significant parts of its guest experience. 

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