1. The Bunch
Behind The Brand
Head Of
Department
Anna Ng Joyce Tan
Manager Manager Zachery Ramesh
Cordelia Lee Pauline Tan
Branding Channel Development Rajendran
Manager Assistant Manager
Manager
Marketing Services Marketing
Consumer & Corporate Domestic & International Events Marketing
Genevieve Lim
Joyce Leong Elaine Quek Executive Jennifer Woo Elsin Seow
Mas Tuty Suliani
Executive Executive Channel Development Yek Lay Kheng Executive Executive
Executive
Branding Channel Development Executive Marketing
Marketing
Marketing INTERN
Marketing Services
Consumer & Corporate Domestic & International Domestic & International
Farah’Ain Niza
Coordinator Siti Mas Ayu
Branding Co-Ordinator
INTERN
Marketing INTERN
Consumer & Services
Corporate
INTERN

2. Towards Greater Sentosa
Branding Channel Development Marketing
Event Marketing Marketing Services

3. Overall Framework
To achieve the intended objectives it is important for Sentosa to filter
key initiatives that STB and selected key channels
intend to peruse in the coming year
This should include STB HQ and worldwide offices in all markets
(Added emphasis in key markets)
The initial carrier shortlist includes Singapore Airlines and Tradewinds
(Direction to be developed jointly with Sales)
Identification and development with key channels ( 5 top TA’s etc) in key markets
Tier 1 China, India and Malaysia
Tier 2 Japan, Korea, Taiwan, Vietnam, *Australia, UK , Germany
Tier 3: Middle East and Russia
* FIT Market

4. Regional Framework
8 Hour Flight Radius
China
Disneyland WIP
Beijing 2008 Olymp
Australia: So 137m arri Macau
Where The Bloody 100m dep More Than A
Hell Are You Gambler’s Paradise
Gold Coast 11.9 m arrivals
attractions in 2005 10.5m Chi
next to nature 5.6m HK 1.5m Tai
Korea
Great Moments Hong Kong
Big Memories Discover HK
Home to Lotte and 15m visitors
Everland in 2005
Asian Theme
Park ref
Singapore
Uniquely
Singapore
Japan
India
Yokosa Japan
Incredible India
springs, blossoms,
Indian carriers
cult, arts n crafts,
wk/ seat to SIN
scenic natural
9956, 2nd to SIA
scapes
Malaysia
Thailand
Truly Asia
Grand Invitation
Fusion with modernity
Phuket beach resorts,
multi culture heritage,
seafood n BKK
food, arts, Indonesia cosmo & culture
architecture Tsunami and bombs
Bali still has great
offerings

5. Emphasis
China family visitors do Mal, Sin,
Thai in one go. Travel agts and
tour ops prime targets. Due to proximity and familiarity
Edutainment and variety is a on ground road shows and
draw. Isle’s budget hotels paired programs needed.
with LCC’s is a plus Hence treatment similar to
Domestic
China Sales Ctr. in
Tour Agents+++ Beach Rd. &
Partners++ Chinatown ex.
Malaysia
Thailand Tour Agents++
Partners++
Singapore
Channel Partners+++
Australia
Development Tour Agents+
Direct Sales+++
JTB Corp Travel Trends 43%
get info fr TA’s. TA focus with
Business elite serves shopping, an offering of spa, luxury svc.
health, finance and weekend and exclusive prog. will be
getaway. SIA is unofficial Indonesia prime
National Airlines. Direct partner Japan
packages important as will be Tour Agents+++
Tour Agents+++
frequent visitor packs Partners+++
Partners+++
India
Tour Agents+++
Partners++
Indian families bk. thru travel agts/
tour ops. However growing no. of
Key: +++ equates level of emphasis India expats receiving visitors and
fly. will mean eventually direct
sales may be the route
Sales Ctr. In Tekka Mall ex.

6. Emphasis
China Indonesia Malaysia India Japan
Beijing Balikpapan Kota Kinabalu Ahdedabad
Fukooka
Chengdu Denpansa Kuala Lumpur Amristsar Nagoya
Chongqing Jakarta Kuching Bangalore Osaka
Fuzhou Lombok Langkawi Kolkata Tokyo
Guanzhou Medan Penang Chennai
Dalian Manado Kochi
Haikou Padang Delhi
Harbin Palembang Hyderabad
Nanching Pekanbaru Mumbai
Kunming Semarang Pune
Nanjing Solo Tiruchirapalli
Shanghai Surubaya Trivandrum
Shenyang Trivandrum
Shenzhen
Tianjin
Xiamen
Xian
Zhengzhou

7. Added Facilities in 900 Days
Resorts World 6 hotels adds 1830 rooms
Current Offering Rooms
Rasa Sentosa Resort 459
The Resort & Spa 214
Siloso Beach Resort 200
Costa Sands Resort 32
The Amara Sanctuary Resort 121
Under Construction Rooms
Westin Quayside Isle Resort & Spa 320
Movenpick Treasure Resort 180
Capella Singapore 171
Tanjung Beach Resort 300
NTUC Club Palawan 200
Total 2197

8. Sentosa
Branding Strategy

9. Key Strategic Shifts
Destination branding Resort branding Attraction marketing

10. Shifting Beyond
Geographic Boundaries
(To be in a position to encompass the district)
Asia’s Premium Leisure Destination
“Discover Your Sentosa”
Setting stage for Singapore’s Leisure District
“Discover More”
Singapore’s Island Resort
“Take a New Look”

11. Brand Identity
Domestic International
Asia’s Leading & Most Sentosa Represents
Dynamic Leisure A Powerful
Destination Regional Promise
Maintain visitation appeal
Brand imagery enhancement
needs to take place not only to confirm
current enjoyment perceptions
But install a redefinition and expansion of
the unique perceptions for a
Singapore Resort Offering
Concurrently Sentosa’s Retail and F & B offering in unique setting
Perhaps focusing on the personalities and profiles behind the offerings

12. Brand Identity
Increasing prominence for Sentosa Cluster
Discover Your Sentosa Greater Sentosa
Introduction & Installation Asia’s Preferred Destination
2007 - 2009 2009 - 2010
As with any change Incorporation
It’s useful to have it with
accompanied with a Sentosa June 2010
significant milestone product offering. GreaterSentosa is SHFP
Sentosa Express Launch Launch of
IR Announcement Resort’s World
Sep 09

13. 3 Strategic Thrusts 1 Time
2007 - September 2009
Sentosa
Cluster Brand
Consumer Brand
Sentosa
Corporate Brand

14. Sentosa
Consumer Brand

15. Why Domestic
Is Critical
For any successful
brands, there must be About 50% of our
loyalists visitors are locals
Locals are our
Brand Ambassadors WHY DOMESTIC?
Tourists love to hang out
Ambassadors visit at places where locals are
us regularly and at
least 3x a year

16. Domestic Ambassadors
Youths
Families
3 Groups
Yuppies

17. What Ambassadors
Say About Us?
High awareness and recall
Low preference
Relationship is with the beach, not Sentosa
There needs to be a greater sense of affiliation
to Sentosa

18. Easily relatable and more personal to consumers
Carries forth the various messages well given its individualised
impressions
“It’s like it’s talking to me”
“It’s more about my experience, it’s more personal”
It takes things beyond a geographic boundary

19. Concepts
Youths

20. Tanjong Beach
Exclusive & Tranquil
Emulates consumers’ desire for a break to an idyllic world
The “ME” focus: Target yuppies who enjoy solitary activities & passive
entertainment (eg suntan, jogging, spa)
To maintain tranquility & peace.

21. Concepts
Yuppies

22. Concepts
Families

23. Sentosa
Consumer Sub-Brands

24. Sentosa Sub-Brands
Sentosa Sub-Brands
Beach Attractions Nature
Siloso Palawan Tanjong Imbiah Sentosa Resorts World Imbiah Nature Trail
It is necessary and beneficial for both
RW and Sentosa's offerings to be seamless

25. Beach Sub-Brand
Perceived as Sentosa’s core offering and the
best beach in Singapore
Unique beach culture: relaxing, carefree,
beautiful bodies, babes and hunks
Wide variety of dining offerings available

26. Singapore’s Hippest Beach
Young, cool and hip image
Continue to target youths and yuppies
Associate closely with nice bodies
and beautiful people
(eg Beach Babe & Hunk contest)

27. Singapore’s Hippest Beach
Activities such as beach parties, movies, sports
Greater awareness about wide variety of dining options
available
(eg Café Del Mar, Barnacles, Sakae Sushi etc)

28. Singapore’s
Happiest Family Beach
Attributes: Family-Oriented, activities of kids
Continue to drive this position and target families
The “Them” Focus: Activities with participation for the whole
family (eg family day out, cycling)
Edutainment important

29. Singapore’s Happiest
Family Beach
Continue to use “pester power” tactic
Eg. create yearly children’s day activity book/ event
at the beach, partner kids channels)

30. Attraction Sub-Brand
(Resorts World?)
Target families with kids
Locals are familiar with attractions, so more
hardworking messaging with tactical focus
required
May be aligned with new activity cluster
(Resorts World) in the longer term
Activities-based with intention to focus on
themes (eg culture, history, educational)
Marketing to take-over for sustenance

31. Nature Sub-Brand
2-phases: Imbiah area & Serapong area Free & non-gated
Target visitors: families, tour groups, schools, tourists, walkers,
fitness enthusiasts, nature groups
Phase 1 (Imbiah area) target completion end 2007

32. Sentosa
Cluster Brand

33. Cluster Branding
Create opportunity to take ownership of a broader
Sentosa Experience
Position as THE “Central Leisure District” in Singapore
Nobody has yet to own this, hence opportunity to
build this brand
A level we need to develop in the next 2 years
via dedicated campaigns

34. Cluster Branding
City
Singapore
Singapore
Cable Car
Cruise Centre
HarbourFront / Vivo City St James
Caribbean Bay
Residential
(900 units) Sentosa Island Sentosa Cove
Integrated Entertainment Hub :
Sentosa-HarbourFront-Southern Islands Southern Islands

35. How International Audience
Must Perceive Us
Shopping Night Life
Attractions
Beach activities An Assembly of Activities
Chill Out
Entertainment
A sense of Arrival
Recluse Sports

36. Sentosa-HarbourFront
Definition of SHF
Sentosa HarbourFront is the official name of the southern cluster of shopping,
entertainment, leisure, nature, relaxation, dining, history, romance, seaports, grooming
and accommodation facilities
The Partners
Cable Car, VivoCity, St James and Sentosa
(key prominence with Resorts World)

37. The Cluster Brand
Being Geared to Represent Sentosa

38. Sentosa
Corporate Brand

40. Sentosa Corporate Brand
The existing brand platform of
“Our Business is Your Pleasure”
has been employed for both consumer and
corporate brand positioning
Where consumer messaging focused on experience and the hardware,
the corporate messaging needed to be
about delivery of experience
The Reason to Believe

41. Sentosa Corporate Brand
The Objective
To build up the company’s profile and
maintain a favorable corporate reputation
The Platform
Corporate Social Responsibility Initiative,
Branding in industry events, World Class events etc
Fabric of Singapore
Sentosa is now in the lime light
Success needs to be featured alongside
responsible corporate persona

42. Sentosa Corporate Brand
“Details”

43. Channel Development

44. Strategic Thrusts
1. Localised in-market activities to inform and update
Sentosa’s product offerings to target segments
2. Facilitate the channel fulfillment process thereby
influencing the travel trade channels’ product offerings

45. Goals
1. In accordance with the level of awareness and
acceptance of Sentosa in the identified markets with
localized in-market activities
2. Educate Sentosa’s product offerings to travel
trade channels
3. Integrate ATL & BTL trade support for in-market channels
with on-ground activities (travel shows)

46. Multiple Goal Achievement
Sentosa Development Corporation
Corporation
ate Brand Consumer Brand Cluster Brand Sentosa
Sentosa Cove
ntosa Santosa Sentosa Harbor Front Golf Club
Activity Sub-Brand Cam. Beach Sub-Brand Cam.
Sentosa Harbour Front Cam.
Activity / Attraction Beach
vents Corporate Social Responsibility St. Jame’s Power House Vivo City Cable Car Southern
Imbiah? Sentosa Resort’s World Palawan Siloso Tanjung
Nature Sub-Brand Cam.
Barclay’s Singapore Open Nature
Forbes Global CEOConf. Imbiah Trail Tourism Academy
& Best Under A Billion Din.

47. Recommended Redefinition
Sentosa Corporate Brand
Sentosa Corporate Brand to lend its grid to MICE efforts
Distinguishing Sentosa’s MICE offering from others on isle
Making Tourism Academy lead vehicle in light of good corporate persona
(this being more relevant than charity adoption)
Sentosa Consumer Brand
In all probability Activity / Attraction Sub-brand may require redefinition
Imbiah in relation to Resort’s World
Sentosa Cluster Brand
Increasingly relevant to position Sentosa as a destination in its own right
There is need to take ownership and position of a broader Sentosa experience
Promotion of a most encompassing and engaging proposition
www.sentosaharbourfront.com
Which eventually should simply be referred to as just Sentosa
We market all components in the precinct but we refer to it as Sentosa

48. Featuring Amara
• Branding
- Everything Sentosa
“Check into contemporary luxury nestled beautifully on a hillside and set in
an exotic tropical garden with the 121-room boutique resort….. facilities
catered to the individual’s experience.”
- TVC

49. Featuring Amara
• Channel Development
- Discover Your Sentosa
“A 121-room deluxe boutique resort situated… the resort is perfect for
business travellers seeking a resort retreat.”
- 6 minutes Sales video

50. Featuring Amara
• Marketing
- Island Map
Information includes accessibility and telephone number.
- Website
- Food Guide (In progress)

51. Thank You