Prudential to sponsor Singapore’s Marina Bay Carnival

Trend of insurers sponsoring entertainment attraction continues

Prudential to sponsor Singapore’s Marina Bay Carnival

Insurance News

By Gabriel Olano

Global insurer Prudential will sponsor the Marina Bay Carnival, a huge amusement attraction in Singapore that opens December 8.

Known as the Prudential Marina Bay Carnival, the fairground will occupy 25,000 square metres, spanning The Promontory and the Bayfront Event Space, and claims to be the largest carnival in Singapore. More than 40 rides and attractions, many of which are imported from various European countries, will be featured. Food vendors and musical entertainment acts will also be present.

“Play is an important part of building emotional and physical well-being,” said Angela Hunter, chief customer officer of Prudential Singapore. “Through our sponsorship of the carnival, we provide an opportunity for families and friends to have fun and to spend more quality time with each other while staying active.”

Name recall is very important in insurance, given the lack of a tangible physical product and the general public’s low understanding of the industry’s intricacies. As such, insurers spend a lot on marketing and advertisement, hoping to be top of mind when customers think of purchasing cover.

Aside from sports sponsorships, major insurers have partnered with amusement parks in the past few years as part of their marketing strategies. AIA has sponsored the Hong Kong Observation Wheel, as well as the Iron Man Experience attraction at Disneyland Hong Kong.

Related stories:
AIA-sponsored Hong Kong Observation Wheel to reopen
Sponsorship beats advertising, says AIA
Prudential Assurance Malaysia to sponsor SEA Games

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