Grab launches new Taylor Swift concert initiatives ahead of SG shows

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Grab knows the pains of getting home after concerts all too well and has set up several initiatives including free shuttle buses, the ability to sing a Taylor Swift song for vouchers and better ride-sharing capabilities ahead of the Eras Tour in Singapore.

After the concert, on all six of Swift's concert dates, attendees can look forward to free shuttle buses by Grab. The shuttle bus service will run once the concert ends and each bus will only depart when it is full.

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Concertgoers will be able to hop on the shuttle bus from pickup point A, which is located near Gate 14, to journey through two routes ending at Redhill, Jurong East, Boon Keng and Toa Payoh MRT Stations.

Concert-goers can also look out for signs and will stand a chance to win SG$5 Grab vouchers off their next ride when they sing a line from one of Swift’s songs.

Aside from its shuttle buses, Grab is making it easier to get out of the National Stadium in cabs with updated photos and directions on its app to guide passengers to their pickup points.

Once a user has chosen their pickup point, they just need to hit the image which pops up on the map to open the guide.

Knowing that concertgoers will likely be shaking it off with their pals, Grab has also included the ability to add three different destinations for Grab rides home and made it easier to split the costs.

It has also prepped its GrabShare feature, allowing passengers to share a ride with a fellow Swiftie with maximum of two passengers per car.

Swift will be performing six shows at Singapore's National Stadium on 2, 3, 4 and 7, 8, 9 March this coming week.

Ahead of her shows, Marina Bay Sands has curated one-of-a-kind showcases to celebrate the Grammy-winning singer-songwriter.

Some of the showcases include a light and water show that is synchronised to the rhythms of Cruel Summer, You Belong With Me, Shake It Off and Style, an installation trail, a retail pop up and an architectural light up.

Brands tapping into Swiftie-mania certainly seems like a good strategy considering that almost a quarter (24%) of Singaporeans claim to be fans of the singer.

6% of Singaporeans described the singer as their top interest, while 18% are said to be casual fans. On the other hand, 20% of Singaporeans said they are little bit interested in Swift. 56% claimed to not be interested at all. This was according to a report by YouGov.

In Singapore, fans of Swift, otherwise known as Swifties, are likely to be working individuals (28%), with a large proportion (35%) belonging to the high-income group (SG$8000 and above), said report. They are also concert fans in general and are thrice more likely to travel to attend concerts.

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