Sentosa Brand and

Sentosa Island Brand

Sentosa Brand Evolution

Singapore’s Island Resort

Positioning

Singapore’s Leisure District

Communication

Take a new look

& Discover more

Discover your Sentosa

Come Play

Asia’s Premium PlaygroundAsia’s Premium Leisure

Destination

Challenge

Invitation

Aspiration

Make message ‘bigger’ to reflect new additions

to Sentosa

Build on this

Sentosa: New Brand Challenges

From a geographic perspective Sentosa is growing. This needs to be

communicated along with re-educating the public who have pre-conceived ideas on what constitutes

Sentosa

Sentosa Island and Sentosa Harbour Front have strong, distinguished and

complimentary identities

Educate and change consumers perceptions

and habits

Find a common strategic platform that unify them

whilst also allowing them to have their own identity

1. Geography

2. Marriage!

Sentosa Geographic Segmentation to Theme

Segmentation

• Sentosa Island– Beach-life (sun and sand,

events and parties)– Sport & Leisure (golf,

watersport, karting/luge, spa)– Nature & Heritage (trails,

heritage sites)– Attractions (monuments,

sites, theme park)• Resort World• Sentosa Cove• Southern Islands

• Vivo City• St James Power Station• Singapore Cable Car • Harbour Front Cruise Centre• Mount Faber• Foot Hills

Island: Resort life Harbour Front: Urban Life

Unifying Sentosa Island and Sentosa

PURE PLEASURE

E

BELIEFS

PERSONALITY VALUES

The Sentosa ‘Mother Brand’ The Sentosa ‘Mother Brand’ DNADNA forms the foundation for both Sentosa Island and Sentosa forms the foundation for both Sentosa Island and Sentosa and unifies the communicationsand unifies the communications

Vivacious

Generous

Welcoming

Diversity

Freedom

Community spirit

Accessibility

Quality

Choice

The Brand Essence: Pure PleasureIn 2002 Sentosa Island developed its brand essence around 'Pleasure'

PURE

Simple

Naïve

Original

PLEASURE

A fundamental feeling

A source of happiness

An activity that affords enjoyment

The Positioning: Asia’s Riviera

ASIA

A Destination

‘Bigger than Singapore’

talks to our international audience

Riviera

Premium

Sophisticated

Glamorous

Sentosa ‘Mother Brand’ DNA Platform

Brand Essence

‘Pure Pleasure’

Positioning

‘Asia’s Riviera’

Proposition

‘Unforgettable’

Sentosa ‘Mother Brand’ must work with an international audience whilst unifying all Sentosa communications, locally

and internationally

Sentosa’s Brand Architecture Encapsulates Sentosa and Sentosa Island

Sentosa Mother Brand

Brand Essence: Pure Pleasure

Positioning: Asia’s Riviera

Proposition: ‘Unforgettable’

(Harbour Front) ‘Urban Life’

Proposition: ?

(Island) ‘Resort Life’

Proposition: ?

‘Resort Life’ Through The ‘Identity Prism’

Unpretentious, Friendly, Laid Back

Outdoorsy / Fun and Tranquility /

Peacefulness

I am just treating myself

Enjoying life riches

An ally

Island, beach, nature, attraction, luxury

Physique Personality

Culture

Customers’ Self-

Projection

Customers’

Reflection

Relationship

‘Resort Life’ Customer Value Proposition

• For Resort life the proposition aims to encapsulate the feeling of the ‘real you’ when you spend time out relaxing or doing something stimulating, away from the grind of everyday life.

• The proposition talks to the individual inside of you that holds your vitality; your sense of adventure and your inner happiness.

• The proposition:

‘Brings out the life in you’

BRINGS OUT THE LIFE IN YOU

Sentosa’s Brand Architecture Encapsulating Sentosa Island and Sentosa Brand

Sentosa Mother Brand DNA Platform

Brand Essence: Pure Pleasure

Positioning: Asia’s Riviera

Proposition: ‘Unforgettable’

(Harbour Front) ‘Urban Life’

Proposition: ?

(Island) ‘Resort Life’

Proposition: ?

Defining Urban Life through the ‘Identity Prism’

Vibrant, Classy, Modern

Romance/ Sensuality and

Fun/Vitality

I am experiencing an indulgent life

A statement of ‘good living’

A cosmopolitan friend

Seafront Promenade, Southern Connection

Physique Personality

Culture

Customers’ Self-

Projection

Customers’

Reflection

Relationship

‘Urban Life’ Customer Value Proposition

• This proposition aims to communicate the experience you will have when you visit the ‘Harbour Front’ area.

• It entices with a message of sophistication and glamour with a distinct cosmopolitan feel. It offers the opportunity to experience life in a different way, but one that is not pretentious or exclusive.

• The proposition:

‘Art of Living’

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ART OF LIVING

Sentosa’s Unifying Brand Architecture

Sentosa Mother Brand

Platform

Brand Essence: Pure Pleasure

Positioning: Asia’s Riviera

Proposition: ‘Unforgettable’

Urban Life

Proposition: ‘Art of Living’

Resort Life

Proposition: ‘Brings out the Life in you’

Sentosa Brand House

Senots Mother Brand DNA Brand

PlatformCorporate Brand

SentosaSentosa Island

Sentosa ‘Resort Life’

Sentosa ‘Urban Life’

Stays the same

Becomes

Same Brand but Different

Audiences