Marina Bay Sands hands US$15 million media account to Starcom in Singapore

The regional account was previously handled by Mindshare in Singapore which was appointed in February 2009 and had overseen the business for the past year.

Starcom Singapore will now take the lead on all strategic media planning and buying responsibilities across the region for Singapore’s second integrated resort.

The Publicis Groupe firm is expected to develop an overall strategy that will cover the resort’s key markets across the region but localised communications would still be implemented to reach out to and attract potential gamers and other visitors to the multi-billion dollar resort.

On the account win, Arthur Sung, managing director of Starcom Singapore, said: "This is a great opportunity and we're delighted to be working with Marina Bay Sands. Our ability in identifying the right touch points that will effectively reach out to their target customers, coupled with the relevancy of our experience, will ensure Starcom delivers meaningful brand experiences for Marina Bay Sands in this mutually beneficial relationship."

Last month, the $5.5 billion integrated resort was evaluating its financial arrangement with lead creative agency Ogilvy & Mather Singapore, just ahead of its soft opening on April 27.

At the time, a spokeswoman at Ogilvy, said: “Marina Bay Sands and Ogilvy & Mather have agreed to renegotiate the terms of their existing contract as they move from pre-opening to post-opening. We are currently discussing the terms for a new contract going forward.”

MBS was also thought to be re-looking its options for creative, and boutique shops may be engaged on ad-hoc branding and strategic projects down the line or to work on the resort’s campaigns after its official launch and grand opening on 23 June.

The Las Vegas Sands Corp project recently opened with much fanfare in late-April and is key to help transform Singapore into becoming Southeast Asia’s premier gambling and tourism destination, along with the city-state’s other integrated resort, Resorts World at Sentosa.

Besides the casino, MBS will feature a rooftop Sands SkyPark, 2,560 hotel rooms and suites, some 300 luxury retail stores and a convention centre that can accommodate up to 45,000 delegates.