Why Taylor Swift's Eras Tour Is a Big Win for SG Brands

Why Taylor Swift's Eras Tour Is a Big Win for SG Brands

News by Roberto Orosa
Published: March 06, 2024

In a strategic move to leverage the immense popularity of Taylor Swift's record-breaking "Eras Tour," brands across various sectors have seized the opportunity to connect with fans and capitalize on the global sensation.

Swift is currently in Singapore preparing for three concerts on March 7, 8 and 9. She has just finished three performances at the National Stadium on March 2, 3 and 4.

And with Swift's world tour making headlines as the highest-grossing of all time, Singaporean brands have eagerly embraced the chance to align themselves with the megastar's unprecedented appeal.

Marina Bay Sand's 'The Eras Tour Trail'

Marina Bay Sands, renowned as a premium lifestyle destination, emerged as the official presenting partner of Swift's Singapore leg, orchestrating a series of activations to celebrate the star and her musical journey across 10 different eras.

Dubbed "The Eras Tour Trail," guests explored seven installations representing pivotal moments in Swift's career.

Complementing this was "The Eras Tour Light & Water Show," synchronized to Swift's hits, while the resort's facade transformed into a canvas of Swift's Eras Tour hues nightly.

It also hosted an exclusive retail pop-up that offered official Taylor Swift merchandise, solidifying the connection between the pop star's legacy and Marina Bay Sands' prestige.

"Many teams at Marina Bay Sands pulled out all the stops with a slate of exciting activations throughout the property befitting the iconic popstar," Marina Bay Sands CMO Irene Lin emphasized the significance of the partnership.

"We see the impact of this partnership not just in terms of monetary and engagement opportunities, but rather the intangible spillovers that will build towards brand equity and strengthen Marina Bay Sands’ positioning as a premium lifestyle destination," she added.

United Overseas Bank 

United Overseas Bank (UOB) seized the opportunity to enhance its brand presence as the official bank and presale partner for Swift's tour in Singapore.

This strategic partnership enabled UOB to offer privileged access to ticket purchases and bundled deals with UOB Travel for its customers across five ASEAN markets.

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A post shared by UOB (@uobgroup)

The collaboration contributed to UOB's growth trajectory, with significant increases in new customer acquisitions, engagements and spending, affirming the bank's position as a leading regional financial institution.

Jacquelyn Tan, head of group personal financial services at UOB, expressed delight over the partnership's success:

"We are very pleased with the overwhelming response from this partnership, having seen a significant increase in new customer acquisitions, engagements and spend, which continued beyond the ticket sales period."

Grab's Free Shuttle Services for Swifties

Grab, a prominent ride-hailing super-app in Singapore, implemented free shuttle bus services to transport concert-goers to metro stations during all six concert dates.

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A post shared by Grab Singapore (@grab_sg)

"Grab hopes that these free shuttle buses will help Swifties get home smoothly and safely after the concert," Chia Ling, marketing manager at digital marketing agency OOm Singapore shared.

"This strategic move allows Grab to build a more positive brand image and shape consumer perceptions by demonstrating their commitment to road safety."

Haidilao's Bracelet-Making Stations

Additionally, Haidilao Singapore capitalized on the resurgence of the friendship bracelet trend, inspired by Swift's song "You’re on Your Own, Kid."

The hot pot restaurant chain is offering bracelet-making stations at select branches, providing diners with a unique experience while aligning with Swift's cultural impact.

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A post shared by Haidilao Singapore (@haidilaosingapore)

Joyce Lai, associate director of communications agency Sinclair, noted Swift's ability to cultivate brand loyalty.

"Understanding and connecting with the audience has been one of Swift's most crucial strategies, allowing her to remain authentic to her fan base. This authenticity is of the utmost importance and aligns with best practices for fostering brand loyalty — regardless if it’s for a product or a person," she said.

Swift's Era's Tour has not only shattered records but also provided a golden opportunity for brands to engage with fans in innovative ways, further solidifying Swift's status as a cultural phenomenon transcending borders and genres.

Meanwhile, Travis Kelce is landing big brand deals post-Super Bowl.

Editing by Katherine 'Makkie' Maclang

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