Great Eastern has rebranded the 888-metre sheltered running track encircling the National Stadium as the Great Eastern Promenade.
Done in partnership with The Kallang Group, the refreshed space has been decked out in the insurer’s signature red-and-blue colours and will serve as a hub for year-round programming aimed at encouraging active living and social connection.
The move builds on Great Eastern’s longstanding presence at The Kallang and signals a broader push to embed the brand into everyday consumer touchpoints. Rather than episodic campaigns, the insurer is anchoring its visibility in a permanent, free-to-use civic space with a steady pipeline of activities targeting families, fitness enthusiasts and the wider public.
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To mark the launch, the company rolled out its “Great family play day”, which drew close to 350 participants across activities such as pickleball, cycling tryouts and the “Great FinChamp challenge”, an interactive game designed to introduce children to financial concepts.
The rebranded promenade will also house ongoing initiatives including complimentary “Learn a sport” sessions for children enrolled in the insurer’s ‘Great explorer’ programme.
Beyond family-friendly programming, Great Eastern is extending its footprint into fitness communities. Seventy-five runners took part in the launch of the new Great Eastern Run Club, developed in collaboration with The Running Department. The club will host guided runs for participants of all levels, offering structured training and community-led motivation.
The activation ties back to the insurer’s flagship Great Eastern women’s run, expanding its presence from an annual event into a continuous engagement platform.
Financial literacy is another pillar of the initiative. Great Eastern plans to introduce a dedicated installation space near Gate 14 of the National Stadium in the second half of 2026, centred around the “Great FinChamp challenge”. The space will feature interactive learning tools covering topics such as saving, budgeting and insurance.
The installation will also double as a community giving platform, allowing visitors to donate to Daughters Of Tomorrow and Singapore Cancer Society via a vending machine in exchange for limited-edition merchandise. Locker rental services will also be introduced, with proceeds channelled to the same beneficiaries.
As a founding partner and official insurance partner of The Kallang, Great Eastern said the initiative reflects its wider ambition to build stronger communities through health, wellness and financial education.
The move also aligns with the broader vision of the OCBC Group, which serves as the precinct’s premier founding partner, to turn The Kallang into a destination for lifestyle, entertainment and community-led experiences.
“The promenade at the National Stadium is where the people of Singapore come to walk, run and stay active. With two of the OCBC Group’s most iconic events, OCBC Cycle and Great Eastern Women’s Run, already staged at The Kallang, expanding our presence through this promenade is a logical next step in our partnership and contribution to the community,” said Greg Hingston, group CEO, Great Eastern.
“We see Great Eastern Promenade as a vibrant and open space where communities can thrive, make meaningful connections and have a balanced lifestyle through play,” added Hingston.
In tandem, Quek Swee Kuan, CEO, The Kallang Group said, “The Kallang comes alive each day as families, sports enthusiasts, and diverse community groups gather to enjoy shared experiences. At The Kallang Group, we continually seek to curate meaningful engagements that deepen the community’s connection with the precinct.”
“We are therefore pleased to extend our longstanding partnership with Great Eastern to enhance our offerings through expanded community sport programmes and initiatives that promote financial literacy,” he added.
The always-on approach mirrors how the precinct itself is evolving beyond a venue-led model. In an earlier interview with MARKETING-INTERACTIVE, Michelle Yip, group head, brand, marketing and communications at The Kallang Group, said marquee events are designed to go beyond matchday, with family-friendly fringe activities, fan engagement zones and community outreach programmes integrated across the broader event journey.
She added that success is measured not just by attendance, but by deeper engagement metrics such as dwell time, participation and social interaction, reinforcing The Kallang’s positioning as a lifestyle and “excitement epicentre” for both global events and everyday experiences.
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