The document outlines Sentosa's strategic intent to establish itself as the dominant brand for leisure and tourism in Singapore and internationally through elevating brand awareness, preference, and affiliation. It discusses strategic thrusts around branding, marketing, and managing Sentosa's brand evolution to shift from focusing on its geographic boundaries and individual attractions to being seen as Singapore's premier leisure destination through curating emotional consumer experiences. The final sections propose developing Sentosa's brand and positioning it to encompass the greater southern waterfront district while shifting marketing efforts towards more experiential and personal messaging to foster consumer loyalty.

1. 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 Marketing
Strategic Thrusts Strategic Thrusts
Corporate Cluster Island Domestic International

2. 3 Strategic Thrusts
Managing Sentosa’s Brand Evolution
Sentosa Sentosa
HarbourFront Precinct Consumer Brand
Sentosa
Corporate Brand

3. The Final Twin Thrusts
Sentosa &
Sentosa HarbourFront
Sentosa Precinct
Corporate Brand collectively
referred to as
SENTOSA

4. Shifting Beyond
Geographic Boundaries
(positioned to encompass the district)
"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”

5. Developing & Managing
Ambassador’s Perceptions
High Awarness & Recall
Low 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

6. 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

7. 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”

8. Current Sentosa Brand
Before Cluster Overlay
Nature
Imbiah
Nature
Attraction Trial
CURRENT
Sentosa Resort’s
SENTOSA
Attractions World
Beach
Siloso
Palawan
Tanjung
Beach & Nature being two attributes
difficult to duplicate in any other environment

9. Branding & Marketing
Maurice
Williams
maurice_wil
liams@sent
osa.com.
sg
DID: 6279
9302
Head Of
Department
Joyce Tan
Anna Ng
joyce_tan@
anna_ng@ Zachery
sentosa.com.sg
sentosa.com.sg Cordelia Lee Pauline Tan Rajendran
DID: 6279 1130
DID: 6279 1122 cordelia_lee@ pauline@ zachery@sentosa.com.sg
Manager
Manager sentosa.com.sg sentosa.com.sg
Channel
Branding DID: 6279 1788 DID: 6279 9310 DID: 6279 9337
Development
Manager Assistant Manager Manager
Consumer & Marketing Services Marketing
Domestic &
Corporate Event Marketing
International
Joyce Leong Elaine Quek Genevieve Lim Jennifer Woo Elsin Seow
Mas Tuty Suliani
joyce_leong@ elaine_quek@ genevieve_lim@sentosa.com.sg Yek Lay Kheng jennifer_woo@ elsin_seow@ Sa
mas_tuty@
sentosa.com.sg sentosa.com.sg DID: 6279 1725 yek_lay_kheng@ sentosa.com.sg sentosa.com.sg sarah_tan@
sentosa.com.sg
DID: 6279 1149 DID: 6279 9312 Executive sentosa.com.sg DID: 6279 1743 DID: 6279 1181
Gen
DID: 6279 1722
Executive Executive Channel Development DID: 6279 1722 Executive Officer
Executive
Branding Channel Development Executive Marketing Marketing Even
Marketing
Domestic & International Marketing Services
Consumer & Corporate Domestic & International
Farah’Ain Niza
farah_ain@
Siti Mas Ayu
sentosa.com.sg
siti_mas_ayu@
DID: 6279 9323
sentosa.com.sg
Coordinator
DID: 6279 9319
Branding
Co-Ordinator
Marketing Services
Consumer &
Corporate