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Commemorating the 34th anniversary of its establishment, Ssangyong is the No. 1 builder in terms of overseas premium construction, having built structures including the Raffles City Complex, the tallest hotel in the world as recorded in the Guinness Book of World Records; the Jumeirah Emirates Tower and Grand Hyatt Dubai, two of Dubai’s top three hotels; and other top-notch hotels, apartments, intelligent buildings and cutting-edge hospitals around the world.
As recognized for its construction engineering technology abroad, Ssangyong adopted a simple, clear concept for its newspaper advert to present the Marina Bay Sands hotel after completion, as a sequel to the previous ad that showed it as a work in process.
The Marina Bay Sands was considered one of the world’s most difficult projects to execute. The landmark hotels are tilted at 52 degrees at their highest, the maximum angle at which people can walk uphill without support. International architects expressed awe over the buildings, calling them the “miracle of construction in the 21st century.” The project, which everyone said was impossible, became only possible due to Ssangyong’s innovation, knowhow and technology.
The commercial titled “Hello! New Singapore” is aimed at marking that the Marian Bay Sands has become the icon of Singapore and a global landmark, replacing the Marian Center. It depicts Ssangyong’s pride and technology and shows visuals of the hotels, which stand at the heart of the Marina Bay Sands integrated resort fostered by the Singaporean government as a next-generation growth engine.
Completed in June 2010, the hotels have 2,511 rooms in three 57-story buildings consisting of a 340-meter-long sky park, which weighs as much as 43,000 mid-size sedans. Ssangyong promises that it will continue pushing up its position through greater buildings and advertising campaigns.
By Choi Seh-young
Public relations team head at Ssangyong E&C
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Articles by Korea Herald
