Singapore Flyer turns up the romance with new brand positioning

Singapore Flyer is celebrating the season of love by introducing a new brand positioning and offerings this Valentine's Day. The ‘Wheel of Love’ campaign aims to transform the Singapore Flyer from a tourist attraction to a destination that celebrates romance through curated experience. 

After debuting its first public rides on Valentine's Day in 2008, Singapore aims to use its ‘Wheel of Love’ campaign to honour not only romance but also human connections.

The launch strategically coincides with Valentine's Day, marking the beginning of a year-long SG60 celebration of connecting, contributing, and showing care.

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On 14 Februaury this year, 165 Sky Dining by Singapore Flyer presents its exclusive and limited Valentine's Day packages, inviting couples to dine 165 metres above the city. 

The "Sweetheart package" invites couples to share an evening in a shared capsule, featuring a romantic five-course dinner, two glasses of premium champagne, and a delicate stalk of rose. Priced at SG$600, the package includes priority boarding from the VIP lounge, welcome refreshments, a personal host, and complimentary access to the immersive time capsule, a multisensory attraction of Singapore's history.  

For couples seeking a more extravagant evening, the "Allure capsule" includes a private five-course dinner for two within a capsule, complete with a bottle of champagne and a 99-rose hand bouquet. Beyond the 90-minute culinary journey in the sky, guests can bring home a memory from the evening with a Valentine’s Day photo print encased in a leatherette folder, as well as two "Gold class" movie vouchers for a cinematic experience.

The "Allure capsule" is priced at around SG$3,000 and includes priority boarding from the VIP lounge, welcome refreshments, a personal host, and complimentary access to the time capsule.

In addition to the packages, all ladies enjoying the premium champagne experience and Singapore sling experience, priced at around SG$158 per pair, will receive a crafted clay rose diffuser as a keepsake to commemorate their Valentine’s Day celebration. Guests who share their experience on social media and tag Singapore Flyer, along with #WheelOfLove, will be further treated to a promotional code.

“Singapore Flyer is more than just an observation wheel. It’s a place where love and joy are shared, where memories and vows are made,” said Ringo Leung, general manager for Singapore Flyer.

He added, “As SG60 celebrations take off, we are excited to contribute to the spirit of togetherness as the ultimate destination for celebrating love in all its forms.” Guests can look forward to an array of unique themed experiences and meaningful community collaborations in the coming year."

MARKETING-INTERACTIVE has reached out to Singapore Flyer for more information. 

Singapore Flyer isn't the only one going big this Valentine's Day. For the first time, Pizza Hut Singapore will be closing the entirety of its Marina Square restaurant on 13 February to offer one lucky couple an intimate and private "closed door" candlelit dinner this Valentine's Day. The evening aims to be a symphony of love, with a live violinist serenading the lucky couple for one hour, while they are served a delectable spread from a menu curated just for them.

Additionally, a designed photo station, complete with a polaroid camera and markers, will allow the couple to capture and personalise their memories. Tables will be dressed in fresh flowers and heart-shaped candles, and the romantic ambience will be captured as part of a commemorative video of the couple’s pizza date.

"At Pizza Hut, we believe in creating exciting experiences and engaging our customers in special ways. For the first time ever, we’re taking romance to the next level, connecting people through the joy of pizza with an intimate, one-of-a-kind dining experience," said Jayss Rajoo, director of marketing and food innovation at Pizza Hut Singapore.

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