Singapore leverages Disney appeal

SINGAPORE, 18 April 2017: Singapore Tourism Board and Walt Disney Company Southeast Asia have signed a three-year partnership that will provide fun experiences themed around Disney’s biggest brands and most popular characters.

As part of the collaboration, locals and visitors to Singapore will be entertained with a range of experiential activities starting with Star Wars, followed by Marvel and Disney Animation/Disney Pixar themes in 2018 and 2019 respectively.

In celebration of the 40th anniversary of Star Wars in 2017, the collaboration will kick off with a three-day Star Wars festival, starting 4 May at Gardens by the Bay, followed by other Star Wars-themed activations held in the second half of 2017.

Singapore Tourism Board chief executive, Lionel Yeo, said: “The multi-year activations will profile our attractions and precincts in Singapore, beginning with Gardens by the Bay for the Star Wars festival held in May. Our collaboration with Disney will also offer opportunities for local event organisers and SMEs to grow their businesses in world class branded entertainment events.”

“A first-of-its-kind with a national tourism body in Southeast Asia, this multi-year collaboration with the Singapore Tourism Board provides more exciting opportunities for us to take the Disney brand of storytelling closer to our Singapore fans as well as visitors from the region,” said Walt Disney Company Southeast Asia managing director, Rob Gilby.

Organised by local event organiser, Esprimo, with Gardens by the Bay as an event partner, the highly anticipated festival will take place 4 to 6 May.

The highlight of the festival is  the SaberTrees attraction, which will be Southeast Asia’s largest lightsaber light-up activation where the iconic Supertrees at Gardens by the Bay will be transformed into lightsabers.

Another festival highlight is the first-ever Star Wars Run (6 May) to be held in Singapore, which includes a 4.5 km fun run and 10 km competitive race.

The Walt Disney Company has been active in Southeast Asia since 1995 when Disney Channel first launched in Malaysia. With six Disney offices in the region including Malaysia, Thailand, Indonesia, Vietnam and the Philippines, the Disney brand has a strong affinity with Southeast Asian families and fans.