Towards greater sentosa experience

Strategic Intent: Elevate & Establish the Sentosa Brand by dominating consumer mindshare & preference, domestically & internationally

whilst continually weaving into the new evolving fabric of Singapore

Branding

Strategic Thrusts

Marketing

Strategic Thrusts

Corporate Island Domestic InternationalCluster

3 Strategic Thrusts Managing Sentosa’s Brand Evolution

SentosaHarbourFront Precinct

SentosaCorporate Brand

Sentosa Consumer Brand

The Final Twin Thrusts

Sentosa &Sentosa HarbourFront

Precinctcollectively

referred to as SENTOSA

SentosaCorporate Brand

"Singapore's Playground?"Sentosa/Vivo/St. James/S. Isles/Mt. Faber/Southern Islands

Setting stage for Singapore’s Leisure District“Discover Your Sentosa”

Singapore’s Island Resort“Take a New Look”

Shifting Beyond Geographic Boundaries

(positioned to encompass the district)

Developing & ManagingAmbassador’s Perceptions

High Awarness & RecallLow Preference

Relationship is with Beach & Nature, not Sentosa(Beach & Nature also happen to be two unique offerings not duplicated

by Resort’s World)

There needs to be a greater sense of affiliation to Sentosa

Providing The Experience Is Key

Move towards “Emotional”

Less on tangible products

(Hearts & Minds)

Engaging & Connecting

Fostering emotional bonds thereby building loyalty

Shifting away from traditional messaging and

movement towards experiential

Easily relatable and more personal to consumers

Effectively carries forth various messages given its individualised impressions

“It’s like it’s talking to me”“It’s more about my experience, it’s personal”

Current Sentosa BrandBefore Cluster Overlay

Nature

Beach & Nature being two attributes difficult to duplicate in any other environment

SentosaAttractions

Resort’sWorld

Beach

ImbiahNatureTrial

Siloso

PalawanTanjung

CURRENTSENTOSA

Attraction

Branding & Marketing

Maurice Williams

maurice_williams@sent

osa.com.sg

DID: 6279 9302

Head Of Department

Anna Nganna_ng@

sentosa.com.sgDID: 6279 1122

Manager Branding

Consumer & Corporate

Joyce Tanjoyce_tan@

sentosa.com.sgDID: 6279 1130

ManagerChannel

Development

Domestic & International

Cordelia Leecordelia_lee@

sentosa.com.sgDID: 6279 1788

ManagerMarketing Services

Pauline Tanpauline@

sentosa.com.sg DID: 6279 9310

Assistant ManagerMarketing

Joyce Leongjoyce_leong@

sentosa.com.sg DID: 6279 1149

ExecutiveBranding

Consumer & Corporate

Elaine Quekelaine_quek@

sentosa.com.sg DID: 6279 9312

ExecutiveChannel Development

Domestic & International

Yek Lay Khengyek_lay_kheng@sentosa.com.sg DID: 6279 1722

Executive Marketing Services

Farah’Ain Nizafarah_ain@

sentosa.com.sg DID: 6279 9323

CoordinatorBranding

Consumer & Corporate

Siti Mas Ayusiti_mas_ayu@sentosa.com.sg DID: 6279 9319

Co-OrdinatorMarketing Services

Zachery Rajendran

zachery@sentosa.com.sg

DID: 6279 9337Manager

Event Marketing

Jennifer Woojennifer_woo@sentosa.com.sg DID: 6279 1743

ExecutiveMarketing

Mas Tuty Sulianimas_tuty@

sentosa.com.sg DID: 6279 1722

ExecutiveMarketing

Elsin Seowelsin_seow@

sentosa.com.sg DID: 6279 1181

OfficerMarketing

Sarah Tansarah_tan@sentosa.com.sg

InternEvent Marketing

Gen

Genevieve Limgenevieve_lim@sentosa.com.sg

DID: 6279 1725Executive

Channel Development

Domestic & International