Harrah's Entertainment, Inc. and Keppel Land announced the signing of a memorandum of understanding detailing an arrangement with Suntec Singapore International Convention and Exhibition Centre (Suntec Singapore) to jointly promote Singapore as a world-class convention destination to international conference planners and organizers, subject to the completion of definitive documentation.

Further emphasizing the importance Harrah's and Keppel Land place on the conventions element of their proposal for the Marina Bay IR, the arrangement is the latest element in a comprehensive strategy to bring together the industry's best players to collectively develop the most exciting and unique urban destination in Asia.

It follows recently announced alliances with SMG, the world's largest marketer and operator of convention and meeting venues, and with Singapore-based conventions and exhibitions organizer CEMS.

The deal calls for Suntec Singapore to be actively involved in the design and development of the convention facility in Harrah's and Keppel Land's Singapore integrated resort to ensure that it complements existing offerings in Singapore and is in line with the Singapore government's targets to increase the proportion of high-spending business and convention travelers.

Harrah's, Keppel Land, SMG and Suntec Singapore will share resources and expenses in a joint marketing program that will cover a larger target convention and exhibitions market and be even more effective at promoting Singapore in its entirety as a world-class convention destination.

“We have always felt that local experts are critical to our success in Singapore and are proud to welcome yet another industry leader to our Marina Bay project team in order to create a world-class integrated resort which will enhance Singapore's position in the highly competitive global conventions market,” said Richard Mirman, senior vice president of business development for Harrah's.

“With SMG, CEMS and now Suntec Singapore as part of our formidable team, Harrah's and Keppel Land enjoy a considerable advantage that will benefit our Marina Bay proposal and Singapore as a whole.”

“We are very excited about joining forces with Harrah's, Keppel Land and SMG, whom we know and respect, having worked together on several successful projects,” said Warren Buckley, chief executive officer of Suntec Singapore.

“This strong team of industry leaders will be a powerful force in attracting new business from the lucrative international conventions market to Singapore and setting new standards in the conventions industry in Asia.

We have always endorsed the integrated resort as being good for Singapore and are confident we have chosen a team we can work with effectively to grow Singapore's convention industry and also have a positive effect on other local players in the industry as the local convention sector expands.”

With more than 10 years of expertise in managing conventions and exhibitions and marketing Singapore as a top convention destination internationally, Suntec Singapore is a world-class venue located in the heart of Asia's most integrated meetings, conventions and exhibitions hub.

With 100,000 square meters (1.08 million square feet) of floor space on six levels, this award-winning facility caters to events from 10 to 12,000 persons. In addition, Suntec Singapore – Asia's Convention City offers direct access to 5,200 hotel rooms, 1,000 retail shops, 300 restaurants and the regions' new centre for performing arts, Esplanade Theatres on the Bay.

While only 20 minutes from Changi International Airport , Suntec Singapore is conveniently located adjacent to the Central Business District and just minutes from the city's entertainment and cultural attractions.