Orchard Road rebrands

• New brand positioning for Orchard Rd
• A three-week line-up of events
• Partners with SPH

Singapore - The Orchard Road Business Association has launched ‘Orchard Road - A Great Street' as the new brand positioning for the shopping district, announcing details of a three-week line-up of events and partnering with Singapore Press Holdings (SPH) to promote the area.

A place management committee comprising various government agencies, the ORBA and other private stakeholders has been convened to spearhead and drive initiatives to develop Orchard Road into a distinctive precinct and street.

"ORBA will work closely with STB to promote this new positioning to international markets. At home, we'll be working closely with our stakeholders, marketing partners, corporations and media to deliver a wide variety of exceptional experiences that will make Orchard Road a great street; to live up to the promise of delivering exceptional multi-variate experiences," May Sng, ORBA Chairman said.

"Promotion collaterals and signature events on Orchard Road will also carry the mark of the new Orchard Road positioning."

Orchard Reloaded is a three-week programme from 1-22 May that will launch the new Orchard Road to Singapore residents and visitors and will showcase lifestyle events and promotions. For the Orchard Reloaded programme, ORBA is partnering SPH to engage the public through multi-media platforms - from print, radio, online to out-of-home media.