Singapore Tourism Board (STB) has announced a three-year partnership with The Walt Disney Company Southeast Asia, which will see a series of Disney-branded events and themed experiences launched in the Lion City.

The first-of-its-kind collaboration will kick off with the Star Wars May the 4th be with you Festival, a three-day Star Wars festival held at Gardens by the Bay that will feature the region's largest lightsaber light-up activation and a Star Wars fun run.

Brands such as Marvel and Disney Pixar will also launch events in 2018 and 2019, which can be leveraged by visiting corporate groups and event planners.

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STB chief executive, Lionel Yeo, says: “We are delighted to collaborate with Disney to create a range of exciting activations, adding vibrancy to our existing events calendar and attracting visitors from the Southeast Asia region and beyond.

“Our collaboration with Disney will also offer plentiful opportunities for local event organisers and SMEs to grow their businesses and enhance their capabilities in world class branded entertainment events.”

Star Wars Festival launches next month


While the Star Wars Festival (May 4 to 6) may be too short notice for companies to latch on to in terms of corporate hospitality events, a series of Star Wars-themed activations are also set for the second half of 2017.

STB deputy chief executive, Melissa Ow, says these additional Star Wars events and subsequent Disney activations in 2018-19 will give companies “valuable opportunities to create new experiences, especially for incentive trips".  She adds: "STB will be reaching out to meeting planners during the three-year programme to encourage MICE groups to participate."

The Walt Disney Company Southeast Asia managing director, Rob Gilby, says the unique collaboration with STB is all about storytelling.

“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 and unique experiences for us to take the Disney brand of storytelling closer to our Singapore fans as well as visitors from the region.”