Marina Bay Cruise Centre Advertisement
The Marina Bay Cruise Centre Singapore(MBCCS), is a new cruise terminal in Singapore, completed in 2012, and is located in Marina South, next to the city centre. Its main local competitor is the Singapore Cruise Centre(SCC) at Harbour Front, a well-established cruise centre. Compared to the SCC, MBCCS is built at an area with deep waters, a large turning basin, and no height restrictions(due to flight routes), which will enable it to accommodate larger cruise ships.
What We’re Tasked to Deliver
The Marina Bay Cruise Centre requires an advertisement on a magazine for industry players, to attract new cruises to its centre, making it their home port, port-of-call. They hope to emphasize their unique selling points and key strengths – location with deep waters, the proximity to the city centre, and its ability to accommodate large ships and cruises.
The logo and the corporate identity developed by the agency, Silicon+, reflects a silhouette of the cruise centre paired with a vibrant turquoise and a deep marine blue.
What we proposed
Playing on its strong, playful, branding, I applied the visual language as a grid for the advertisement. The colours on the image they provide was enhanced and changed from a day image to a night time image, setting the atmosphere and vibe of Singapore’s city life. The colours, dark blue, pink, purple and yellow, were used to bring out the brand colour, turquoise.
What we came out with
Building on the pitch that I proposed and won for my agency, a colleague took over the job from me to follow up on the project with the client. The final design uses an alternative image with the city as the backdrop(this image was only decided after our pitch), and more features were included.
3AD Group Pte Ltd
The Marina Bay Cruise Centre,
SATS-Creuers Cruise Services
— Project Date
— Design for Proposal
Leow Hou Teng
— Accounts & Servicing
— Project Category
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