Campaign details

Brand: Marina Bay Sands
Brand owner: Las Vegas Sands Corporation
Lead agency: Iris Worldwide
Country: Asia (general region)
Industries: Hotels, Luxury travel
Media channels: Online video, Outdoor, out-of-home, Packaging & design, Print - general, unspecified, Programmatic display, Websites & microsites
Budget: 1 - 3 million

Executive summary

I've read and marked enough papers which begin with some empty rhetoric about 'category-defining' creative and 'smashed' KPIs. This paper makes no such promises.

As is the case with any significant brand repositioning, success is measured by whether it lasts the test of time and still means something purposeful in a decade; not whether it meekly beats an industry click-through rate.

This paper does promise to get under the skin of what is the future of luxury, and answer an intriguing advertising question: how can an architectural icon pivot to become a brand in its own right?

Market background and cultural context