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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 [email protected] DID: 6279 1722
Executive Marketing Services
Farah’Ain Nizafarah_ain@
sentosa.com.sg DID: 6279 9323
CoordinatorBranding
Consumer & Corporate
Siti Mas [email protected] DID: 6279 9319
Co-OrdinatorMarketing Services
Zachery Rajendran
DID: 6279 9337Manager
Event Marketing
Jennifer [email protected] 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 [email protected]
InternEvent Marketing
Gen
Genevieve [email protected]
DID: 6279 1725Executive
Channel Development
Domestic & International
