As ‘Swift-mania’ hits Singapore with the singer's sold out Eras Tour, Campaign explores how the American superstar has created a marketing frenzy in the region while providing a golden opportunity for brands to connect with fans in innovative ways.

Unsurprisingly, brands are keen to harness the Swift effect when it comes to town. In Singapore, landmark resort 'Marina Bay Sands' is the official presenting partner of Swift's Eras Tour, and over two weeks is transforming itself into a canvas celebrating the star and her musical evolution through a series of activations.

Prior to the public activations, Marina Bay Sands had already rolled out exclusive accommodation, concert and dining packages, priced between S$10,000 and S$50,000. All these packages were sold out, attesting to the strong appeal of The Eras Tour, particularly among international guests.