sentosa for amara 2

The Bunch The Bunch Behind The BrandBehind The Brand

Head Of Department

Anna NgManager Branding

Consumer & Corporate

Joyce TanManagerChannel

Development

Domestic & International

Cordelia LeeManager

Marketing Services

Pauline TanAssistant Manager

Marketing

Joyce LeongExecutiveBranding

Consumer & Corporate

Elaine QuekExecutive

Channel Development

Domestic & International

Yek Lay KhengExecutive

Marketing Services

Farah’Ain NizaCoordinator

Branding

Consumer & Corporate

Siti Mas AyuCo-Ordinator

Marketing Services

Zachery Ramesh RajendranManager

Events Marketing

Jennifer WooExecutiveMarketing

Mas Tuty SulianiExecutiveMarketing

Elsin SeowExecutiveMarketing

INTERN

INTERN

INTERN

Genevieve LimExecutive

Channel Development

Domestic & International

INTERN

Branding Channel Development Marketing

Event Marketing Marketing Services

Towards Greater Sentosa

Overall FrameworkOverall FrameworkTo 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

Regional FrameworkRegional Framework8 Hour Flight Radius8 Hour Flight Radius

Australia: So Where The Bloody

Hell Are YouGold Coastattractions

next to nature

KoreaGreat MomentsBig Memories

Home to Lotte andEverland

Asian Theme Park ref

JapanYokosa Japan

springs, blossoms, cult, arts n crafts,

scenic natural scapes

MalaysiaTruly Asia

Fusion with modernitymulti culture heritage,

food, arts,architecture

IndonesiaTsunami and bombsBali still has great

offerings

ThailandGrand Invitation

Phuket beach resorts,seafood n BKK

cosmo & culture

IndiaIncredible IndiaIndian carriers wk/ seat to SIN9956, 2nd to SIA

Hong Kong Discover HK15m visitors

in 2005

MacauMore Than A

Gambler’s Paradise11.9 m arrivals

in 2005 10.5m Chi5.6m HK 1.5m Tai

ChinaDisneyland WIP

Beijing 2008 Olymp137m arri100m dep

SingaporeUniquely

Singapore

EmphasisEmphasis

Thailand

Australia

IndonesiaTour Agents+++

Partners+++India

Tour Agents+++Partners++

JapanTour Agents+++

Partners+++

SingaporePartners+++Tour Agents+

Direct Sales+++

MalaysiaTour Agents++

Partners++

ChinaTour Agents+++

Partners++

Channel Development

Business elite serves shopping, health, finance

and weekend getaway. SIA is unofficial National Airlines.

Direct partner packages important as will be frequent

visitor packs

China family visitors do Mal, Sin, Thai in one go. Travel agts and tour ops prime

targets. Edutainment and variety is a draw. Isle’s

budget hotels paired with LCC’s is a plus

Indian families bk. thru travel agts/

tour ops. However growing no. of

India expats receiving visitors and

fly. will mean eventually direct

sales may be the routeSales Ctr. In Tekka Mall ex.

JTB Corp Travel Trends 43% get info fr TA’s. TA focus with an offering of

spa, luxury svc. and exclusive prog. will be

prime

Due to proximity and familiarity

on ground road shows and programs needed.

Hence treatment similar to Domestic

Key: +++ equates level of emphasis

Sales Ctr. in Beach Rd. &

Chinatown ex.

EmphasisEmphasisChina Indonesia Malaysia India Japan

Beijing Balikpapan Kota Kinabalu AhdedabadFukooka

Chengdu Denpansa Kuala Lumpur Amristsar NagoyaChongqing Jakarta Kuching BangaloreOsakaFuzhou Lombok Langkawi Kolkata TokyoGuanzhou Medan Penang ChennaiDalian Manado KochiHaikou Padang DelhiHarbin Palembang HyderabadNanching Pekanbaru MumbaiKunming Semarang PuneNanjing Solo TiruchirapalliShanghai Surubaya TrivandrumShenyang TrivandrumShenzhenTianjinXiamenXianZhengzhou

Added Facilities in 900 DaysResorts World 6 hotels adds 1830 rooms

Current Offering Rooms

Rasa Sentosa Resort 459The Resort & Spa 214Siloso Beach Resort 200Costa Sands Resort

32The Amara Sanctuary Resort

121

Under ConstructionRooms

Westin Quayside Isle Resort & Spa 320Movenpick Treasure Resort

180Capella Singapore

171Tanjung Beach Resort 300NTUC Club Palawan 200

Total 2197

SentosaBranding Strategy

Key Strategic Shifts

Resort brandingDestination branding Attraction marketing

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”

Shifting Beyond Shifting Beyond Geographic BoundariesGeographic Boundaries

(To be in a position to encompass the district)(To be in a position to encompass the district)

Brand IdentityBrand Identity

DomesticAsia’s Leading & Most

Dynamic Leisure Destination

InternationalSentosa Represents

A Powerful Regional Promise

Maintain visitation appealBrand imagery enhancement

needs to take place not only to confirmcurrent 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 settingPerhaps focusing on the personalities and profiles behind the offerings

Brand IdentityBrand Identity

Discover Your SentosaIntroduction & Installation

2007 - 2009

Greater SentosaAsia’s Preferred Destination

2009 - 2010

As with any changeIt’s useful to have itaccompanied with asignificant milestone

Sentosa Express LaunchIR Announcement

Incorporation with

Sentosaproduct offering.

Launch of Resort’s World

Sep 09

June 2010GreaterSentosa is

SHFP

Increasing prominence for Sentosa Cluster

3 Strategic Thrusts 1 Time3 Strategic Thrusts 1 Time2007 - September 20092007 - September 2009

Cluster Brand

SentosaCorporate Brand

Sentosa Consumer Brand

Sentosa Sentosa Consumer BrandConsumer Brand

WHY DOMESTIC?

About 50% of our visitors are locals

For any successful brands, there must

be loyalists

Tourists love to hang out at places where

locals areAmbassadors visit us regularly and

at least 3x a year

Locals are our Brand

Ambassadors

Why DomesticWhy DomesticIs CriticalIs Critical

Domestic AmbassadorsDomestic Ambassadors

3 Groups

Families

Yuppies

Youths

What Ambassadors What Ambassadors Say About Us?Say About Us?

High awareness and recallLow preference Relationship is with the beach, not SentosaThere needs to be a greater sense of affiliationto Sentosa

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

ConceptsConceptsYouths

Tanjong BeachTanjong BeachExclusive & Tranquil

Emulates consumers’ desire for a break to an idyllic worldThe “ME” focus: Target yuppies who enjoy solitary activities &

passive entertainment (eg suntan, jogging, spa)

To maintain tranquility & peace.

ConceptsConceptsYuppies

ConceptsConceptsFamilies

Sentosa Sentosa Consumer Sub-BrandsConsumer Sub-Brands

Sentosa Sub-Brands

Beach Attractions Nature

Siloso Palawan Tanjong Imbiah Sentosa Resorts World Imbiah Nature Trail

Sentosa Sub-BrandsSentosa Sub-Brands

It is necessary and beneficial for bothRW and Sentosa's offerings to be seamless

Beach Sub-BrandBeach 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

Young, cool and hip imageContinue to target youths and yuppies

Associate closely with nice bodies and beautiful people

(eg Beach Babe & Hunk contest)

Singapore’s Hippest BeachSingapore’s Hippest Beach

Activities such as beach parties, movies, sportsGreater awareness about wide variety of dining

options available (eg Café Del Mar, Barnacles, Sakae Sushi etc)

Singapore’s Hippest BeachSingapore’s Hippest Beach

Attributes: Family-Oriented, activities of kidsContinue to drive this position and target families

The “Them” Focus: Activities with participation for the whole family (eg family day out, cycling)

Edutainment important

Singapore’s Singapore’s Happiest Family BeachHappiest Family Beach

Continue to use “pester power” tactic Eg. create yearly children’s day activity book/ event

at the beach, partner kids channels)

Singapore’s Happiest Singapore’s Happiest Family BeachFamily Beach

Attraction Sub-Brand Attraction Sub-Brand (Resorts World?)(Resorts World?)

Target families with kidsLocals are familiar with attractions, so more hardworking messaging with tactical focus requiredMay be aligned with new activity cluster (Resorts World) in the longer termActivities-based with intention to focus on themes (eg culture, history, educational)Marketing to take-over for sustenance

Nature Sub-BrandNature Sub-Brand

2-phases: Imbiah area & Serapong area Free & non-gatedTarget visitors: families, tour groups, schools, tourists, walkers,

fitness enthusiasts, nature groups Phase 1 (Imbiah area) target completion end 2007

SentosaCluster Brand

Cluster BrandingCluster Branding

Create opportunity to take ownership of a broader Sentosa Experience

Position as THE “Central Leisure District” in SingaporeNobody has yet to own this, hence opportunity to

build this brand

A level we need to develop in the next 2 yearsvia dedicated campaigns

Sentosa Island

Southern Islands

City

HarbourFront / Vivo City

Singapore Cable Car

Cluster BrandingSingapore

Cruise Centre

Sentosa Cove

Integrated Entertainment Hub :

Sentosa-HarbourFront-Southern Islands

Caribbean Bay

Residential (900

units)

St James

How International Audience How International Audience Must Perceive UsMust Perceive Us

An Assembly of Activities

Shopping

Attractions

A sense of Arrival

Night Life

Entertainment

Recluse Sports

Chill Out

Beach activities

Definition of SHFSentosa HarbourFront is the official name of the southern cluster of shopping, entertainment, leisure, nature, relaxation, dining, history, romance, seaports,

grooming and accommodation facilities

The PartnersCable Car, VivoCity, St James and Sentosa

(key prominence with Resorts World)

Sentosa-HarbourFront

The Cluster Brand The Cluster Brand Being Geared to Represent SentosaBeing Geared to Represent Sentosa

SentosaCorporate Brand

Sentosa Corporate BrandSentosa Corporate Brand

The existing brand platform of “Our Business is Your Pleasure”

has been employed for both consumer andcorporate 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

Sentosa Corporate BrandSentosa Corporate BrandThe Objective

To build up the company’s profile andmaintain a favorable corporate reputation

The Platform Corporate Social Responsibility Initiative,

Branding in industry events, World Class events etc

Fabric of SingaporeSentosa is now in the lime light

Success needs to be featured alongside responsible corporate persona

Sentosa Corporate BrandSentosa Corporate Brand“Details”“Details”

Channel DevelopmentChannel Development

Strategic ThrustsStrategic 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

GoalsGoals

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)

Multiple Goal Achievement

Sentosa Development CorporationCorporation

Corporate BrandSentosa

Consumer BrandSantosa

Cluster BrandSentosa Harbor Front

Corporate Brand Cam.Details

MICE Events

Barclay’s Singapore Open

Forbes Global CEOConf.& Best Under A Billion Din.

Activity Sub-Brand Cam.Activity / Attraction

Beach Sub-Brand Cam.Beach

Nature Sub-Brand Cam.Nature

Imbiah? Sentosa Resort’s World

Imbiah Trail

Palawan Siloso Tanjung St. Jame’s Power House Vivo City Cable Car Southern Islands

Tourism Academy

Sentosa CoveSentosaGolf Club

Sentosa Harbour Front Cam.

Corporate Social Responsibility

Sentosa Corporate BrandSentosa Corporate Brand to lend its grid to MICE efforts

Distinguishing Sentosa’s MICE offering from others on isleMaking Tourism Academy lead vehicle in light of good corporate persona

(this being more relevant than charity adoption)

Sentosa Consumer BrandIn all probability Activity / Attraction Sub-brand may require redefinition

Imbiah in relation to Resort’s World

Sentosa Cluster BrandIncreasingly relevant to position Sentosa as a destination in its own right

There is need to take ownership and position of a broader Sentosa experiencePromotion of a most encompassing and engaging proposition

www.sentosaharbourfront.comWhich eventually should simply be referred to as just Sentosa

We market all components in the precinct but we refer to it as Sentosa

Recommended Redefinition

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

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

Featuring Amara

• Marketing

- Island Map Information includes accessibility and telephone number.

- Website

- Food Guide (In progress)

Thank You