Marina Bay Sands

Increasing Resort Brand Awareness with a Messenger Bot

Marina Bay Sands is an integrated luxury resort in Singapore with an array of attractions and activities from retail and dining to their theatre shows. As one of Singapore’s icons, it has a huge following and receives a large number of queries via Facebook Messenger.

The Challenge

Consequently, the resort wanted to increase the efficacy of its engagement on Messenger in addressing users’ queries as well as driving awareness to its shopping and dining offerings. This need was especially prevalent during Singapore's festive, peak seasons where online traffic was at its highest and had the most potential in lead generation and cultivation.

The Solution

Thus, during the peak Christmas period, Marina Bay Sands engaged AiChat to develop a chatbot on Facebook Messenger to respond to general requests and provide recommendations.

The chatbot leveraged a mix of rich media to offer an immersive experience within chats. Additionally, it was designed to anticipate further questions by offering information relevant to people’s queries, such as attractions’ addresses and operating hours. Subsequently, based on the interests identified in conversations with customers, Marina Bay Sands was able to create different targeting segments for future advertising initiatives and remarket to them at a later date with customised offers and content.

The Results

With its chatbot, Marina Bay Sands improved its customer service and put the platform to work as a channel for discovery and engagement, achieving:
● 8.3X increase in new messaging connections
● 26X growth in daily active users
● 38X growth in number of views for Shop & Dine related content

“With Messenger, we gave our guests the information they needed quickly and helped them discover more about the many attractions Marina Bay Sands offers. By using the bot for Messenger, we impacted business internally and made our communication on the channel more efficient.”

– Timothy Hou Director, Communications, Marina Bay Sands

Increasing Resort Brand Awareness and Acquiring 8.3 Times New Users via Messenger Chatbot


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