SINGAPORE: The cost of an evening of Broadway theatre not too far from home? Priceless.
With Singapore inaugurated into MasterCard's global Priceless program in October this year, becoming the first Southeast Asian city to become a Priceless City, the card company has joined hands with Marina Bay Sands and BASE Entertainment Asia to take priceless to the next level.
The Sands Theatre and the Grand Theatre has been renamed the "MasterCard Theaters at Marina Bay Sands" under the five-year partnership that will also offer MasterCard cardholders around the world even greater access to world-class entertainment acts in Singapore
"Marina Bay Sands wanted to have an international entertainment offering and they have created theatres that are what we would call a 'Broadway-style house'. So for us, it made sense to work together with them," explained Milan Rokic, the executive vice president and managing director of BASE Entertainment Asia.
The move also aims to further elevate Singapore and the integrated resort into the world of entertainment as well as boost tourism in the industry.
"The amazing thing is, about 90% of our audience is from Singapore" said Rokic.
"What we want to do is to grow the tourism market and have entertainment become a part of the tourism experience, and that's where we believe that the MasterCard relationship will be great … to promote incoming tourism."
What it means for MasterCard holders said Debbie Goldingham, head of marketing in Southeast Asia, MasterCard Worldwide, will be entitlements to a range of offers, including opening night shows, seat upgrades and discounted ticket prices for shows and Broadway productions to be showcased at Marina Bay Sands.
Under the three-party agreement, Singaporeans can also expect to see more Broadway brands and local productions gracing the newly re-named MasterCard Theaters at Marina Bay Sands.
"Broadway is definitely the cornerstone of what we do, so over the next two or three years we'll be bringing in brands that are really well known and some of the newer productions in Broadway as well," said Rokic without divulging any details of upcoming acts.
He did reveal however, that BASE has had discussions with the Singapore Repertory Theatre and other production houses for opportunities to showcase local work.
-CNA/fl
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