The Bunch                                                                            Behind The Brand                     ...
Towards Greater Sentosa Branding    Channel Development    Marketing    Event Marketing     Marketing Services
Overall Framework      To achieve the intended objectives it is important for Sentosa to filter               key initiati...
Regional Framework                            8 Hour Flight Radius                                                  China ...
Emphasis                                China family visitors do Mal, Sin,                                 Thai in one go....
EmphasisChina                 Indonesia            Malaysia          India                 JapanBeijing               Bali...
Added Facilities in 900 Days     Resorts World 6 hotels adds 1830 rooms  Current Offering                     Rooms  Rasa ...
SentosaBranding Strategy
Key Strategic ShiftsDestination branding   Resort branding   Attraction marketing
Shifting BeyondGeographic Boundaries (To be in a position to encompass the district)     Asia’s Premium Leisure Destinatio...
Brand Identity         Domestic                                       International  Asia’s Leading & Most                ...
Brand Identity                             Increasing prominence for Sentosa Cluster                        Discover Your ...
3 Strategic Thrusts 1 Time           2007 - September 2009                                          Sentosa     Cluster Br...
SentosaConsumer Brand
Why Domestic                        Is Critical      For any successful     brands, there must be                         ...
Domestic AmbassadorsYouths                                Families                     3 Groups               Yuppies
What Ambassadors          Say About Us?High awareness and recallLow preferenceRelationship is with the beach, not SentosaT...
Easily relatable and more personal to consumersCarries forth the various messages well given its individualisedimpressions...
Concepts Youths
Tanjong Beach                        Exclusive & Tranquil     Emulates consumers’ desire for a break to an idyllic worldTh...
Concepts  Yuppies
Concepts Families
SentosaConsumer Sub-Brands
Sentosa Sub-Brands                                 Sentosa Sub-Brands         Beach                                       ...
Beach Sub-BrandPerceived as Sentosa’s core offering and the          best beach in Singapore  Unique beach culture: relaxi...
Singapore’s Hippest Beach         Young, cool and hip image    Continue to target youths and yuppies     Associate closely...
Singapore’s Hippest Beach   Activities such as beach parties, movies, sportsGreater awareness about wide variety of dining...
Singapore’s    Happiest Family Beach       Attributes: Family-Oriented, activities of kids     Continue to drive this posi...
Singapore’s Happiest     Family Beach       Continue to use “pester power” tacticEg. create yearly children’s day activity...
Attraction Sub-Brand          (Resorts World?)   Target families with kids   Locals are familiar with attractions, so more...
Nature Sub-Brand  2-phases: Imbiah area & Serapong area Free & non-gatedTarget visitors: families, tour groups, schools, t...
SentosaCluster Brand
Cluster Branding  Create opportunity to take ownership of a broader                Sentosa ExperiencePosition as THE “Cent...
Cluster Branding                                                                                    City                  ...
How International Audience           Must Perceive Us          Shopping                                    Night Life     ...
Sentosa-HarbourFront                                 Definition of SHF    Sentosa HarbourFront is the official name of the...
The Cluster Brand Being Geared to Represent Sentosa
SentosaCorporate Brand
Sentosa Corporate Brand                  The existing brand platform of                 “Our Business is Your Pleasure”   ...
Sentosa Corporate Brand                   The Objective      To build up the company’s profile and     maintain a favorabl...
Sentosa Corporate Brand        “Details”
Channel Development
Strategic Thrusts1.   Localised in-market activities to inform and update     Sentosa’s product offerings to target segmen...
Goals1.   In accordance with the level of awareness and     acceptance of Sentosa in the identified markets with     local...
Multiple Goal Achievement                                                                                                 ...
Recommended Redefinition                       Sentosa Corporate Brand          Sentosa Corporate Brand to lend its grid t...
Featuring Amara• Branding-   Everything Sentosa    “Check into contemporary luxury nestled beautifully on a hillside and s...
Featuring Amara• Channel Development-   Discover Your Sentosa    “A 121-room deluxe boutique resort situated… the resort i...
Featuring Amara• Marketing-   Island Map    Information includes accessibility and telephone number.-   Website-   Food Gu...
Thank You
Sentosa for amara 2
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Sentosa for amara 2

  1. 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 ServicesConsumer & Corporate Domestic & International Domestic & International Farah’Ain Niza Coordinator Siti Mas Ayu Branding Co-Ordinator INTERN Marketing INTERN Consumer & Services CorporateINTERN
  2. 2. Towards Greater Sentosa Branding Channel Development Marketing Event Marketing Marketing Services
  3. 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. 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 HKHome to Lotte and 15m visitors Everland in 2005 Asian Theme Park ref Singapore Uniquely Singapore Japan India Yokosa Japan Incredible Indiasprings, 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. 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. ofKey: +++ 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. 6. EmphasisChina Indonesia Malaysia India JapanBeijing Balikpapan Kota Kinabalu Ahdedabad FukookaChengdu Denpansa Kuala Lumpur Amristsar NagoyaChongqing Jakarta Kuching Bangalore OsakaFuzhou Lombok Langkawi Kolkata TokyoGuanzhou Medan Penang ChennaiDalian Manado KochiHaikou Padang DelhiHarbin Palembang HyderabadNanching Pekanbaru MumbaiKunming Semarang PuneNanjing Solo TiruchirapalliShanghai Surubaya TrivandrumShenyang TrivandrumShenzhenTianjinXiamenXianZhengzhou
  7. 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. 8. SentosaBranding Strategy
  9. 9. Key Strategic ShiftsDestination branding Resort branding Attraction marketing
  10. 10. Shifting BeyondGeographic 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. 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 settingPerhaps focusing on the personalities and profiles behind the offerings
  12. 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 SHFPSentosa Express Launch Launch of IR Announcement Resort’s World Sep 09
  13. 13. 3 Strategic Thrusts 1 Time 2007 - September 2009 Sentosa Cluster Brand Consumer Brand Sentosa Corporate Brand
  14. 14. SentosaConsumer Brand
  15. 15. Why Domestic Is Critical For any successful brands, there must be About 50% of our loyalists visitors are locals Locals are ourBrand Ambassadors WHY DOMESTIC? Tourists love to hang out Ambassadors visit at places where locals are us regularly and at least 3x a year
  16. 16. Domestic AmbassadorsYouths Families 3 Groups Yuppies
  17. 17. What Ambassadors Say About Us?High awareness and recallLow preferenceRelationship is with the beach, not SentosaThere needs to be a greater sense of affiliationto Sentosa
  18. 18. Easily relatable and more personal to consumersCarries forth the various messages well given its individualisedimpressions“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. 19. Concepts Youths
  20. 20. Tanjong Beach Exclusive & 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.
  21. 21. Concepts Yuppies
  22. 22. Concepts Families
  23. 23. SentosaConsumer Sub-Brands
  24. 24. Sentosa Sub-Brands Sentosa Sub-Brands Beach Attractions NatureSiloso Palawan Tanjong Imbiah Sentosa Resorts World Imbiah Nature Trail It is necessary and beneficial for both RW and Sentosas offerings to be seamless
  25. 25. Beach Sub-BrandPerceived 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. 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. 27. Singapore’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)
  28. 28. Singapore’s Happiest Family Beach Attributes: Family-Oriented, activities of kids Continue to drive this position and target familiesThe “Them” Focus: Activities with participation for the whole family (eg family day out, cycling) Edutainment important
  29. 29. Singapore’s Happiest Family Beach Continue to use “pester power” tacticEg. create yearly children’s day activity book/ event at the beach, partner kids channels)
  30. 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. 31. Nature 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
  32. 32. SentosaCluster Brand
  33. 33. Cluster Branding Create opportunity to take ownership of a broader Sentosa ExperiencePosition 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. 34. Cluster Branding City Singapore Singapore Cable Car Cruise Centre HarbourFront / Vivo City St JamesCaribbean BayResidential (900 units) Sentosa Island Sentosa Cove Integrated Entertainment Hub :Sentosa-HarbourFront-Southern Islands Southern Islands
  35. 35. How International Audience Must Perceive Us Shopping Night Life AttractionsBeach activities An Assembly of Activities Chill Out Entertainment A sense of Arrival Recluse Sports
  36. 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. 37. The Cluster Brand Being Geared to Represent Sentosa
  38. 38. SentosaCorporate Brand
  39. 39. Sentosa Corporate Brand The existing brand platform of “Our Business is Your Pleasure” has been employed for both consumer and corporate brand positioningWhere consumer messaging focused on experience and the hardware, the corporate messaging needed to be about delivery of experience The Reason to Believe
  40. 40. 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
  41. 41. Sentosa Corporate Brand “Details”
  42. 42. Channel Development
  43. 43. Strategic Thrusts1. Localised in-market activities to inform and update Sentosa’s product offerings to target segments2. Facilitate the channel fulfillment process thereby influencing the travel trade channels’ product offerings
  44. 44. Goals1. In accordance with the level of awareness and acceptance of Sentosa in the identified markets with localized in-market activities2. Educate Sentosa’s product offerings to travel trade channels3. Integrate ATL & BTL trade support for in-market channels with on-ground activities (travel shows)
  45. 45. Multiple Goal Achievement Sentosa Development Corporation Corporationate Brand Consumer Brand Cluster Brand Sentosa Sentosa Coventosa Santosa Sentosa Harbor Front Golf Club Activity Sub-Brand Cam. Beach Sub-Brand Cam. Sentosa Harbour Front Cam. Activity / Attraction Beachvents 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.
  46. 46. 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 rightThere 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
  47. 47. 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
  48. 48. 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
  49. 49. Featuring Amara• Marketing- Island Map Information includes accessibility and telephone number.- Website- Food Guide (In progress)
  50. 50. Thank You

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