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Plans to promote Singapore's Marina Bay area to be a hub of commerce and entertainment have been outlined recently by the Ministry of National Development of Singapore (MND).

"By right of the rapid development of the bay, Singapore vows to distinguish itself from other metropolises," said Mah Bow Tan, Minister for National Development.

The local government has launched a brand strategy for the Marina Bay area since last month, making it a new focal point for the city.

As a beacon of change and progress for Singapore, the Marina Bay area is designed with people in mind and includes a mix of commerce, residence and entertainment, all set within a distinctive garden city on the bay.

The new brand, which is designed to capture the essence of the area and the vision for its future, would be an important part of building an identity and reputation for Marina Bay, according to Mah.

Significant progress had already been made on the massive Marina Bay project, with work underway on both commercial and residential developments, the award of a tender for the new Business and Financial Centre and substantial international interest in the proposed Integrated Resort.

Chief Executive Officer Cheong Koon Hean of the Urban Redevelopment Authority (URA) said URA was acting as a "place manager," taking a holistic approach to planning and development to integrate the hardware and software of Marina Bay.

"We have always ensured an integrated planning approach, which considers factors like quality urban design and the timely development of infrastructure and services," said Mrs. Cheong.

"We are now going further and paying attention to some of the intangible elements, including the need to create a feeling and sense of place for Marina Bay."

URA plans to take Marina Bay to international property conferences over the next year, enabling URA to talk to international investors, property analysts and media about the project and business opportunities.

Although Marina Bay will be a busy construction site in the next few years, URA plans to start now to give local people a reason to visit the area. URA will be actively encouraging the staging of public events and celebrations on and around the water.

In September, the F1 Powerboat World Championship Singapore Marina Bay Grand Prix 2005 will be held. The event is expected to attract thousands of spectators and will be televised internationally, showcasing Marina Bay in the process.

In addition, a major New Year's Eve countdown celebration would be held at Marina Bay this year - the first of an annual event.

"Other public events on or around the bay will have a common objective: to encourage Singaporeans to visit Marina Bay and enjoy the waterfront experience with their friends and families," said Mrs. Cheong.

"Ultimately, we want to make Marina Bay the place to be in Singapore. We can start that by building a buzz locally, and experience shows that where local people go, tourists will follow."

(China Daily 08/09/2005 page1)