sentosaBuilding A Destination Brand

November 2006

Sydney is not Australia …

On a map, Sydney is inside Australia. But in the mind, “Sydney” and “Australia”

are in two different places

Sydney is sophisticated, Australia is not

Singapore is dull, sentosa must not

Began In 2002

• New identity developed.• Brand platform completed.• Brand campaign launched.• Broad marketing strategy implemented.

Guests At sentosasentosa Guest Profile

sentosa Guests comprise 49% tourists and 51% residents.

The gender spread is has been consistent and continues to be slightly skewed towards males (60%).

Additionally it is useful to note that amongst resident visitors, age groups arriving tend to be younger, 15 to 24 years (40%) and 25 to 34 years (31%). With more singles (62%).

The profile for tourists tend to include older age groups tending to be married (61%) with recognizable proportions being Empty Nesters.

Top arrivals came from India, China, Japan, UK, Australia and Malaysia.

The Current PositionTake A New Look / Discover More Brand Campaign

The campaign achieved its key objective of informing its target audience that sentosa has new facilities, new attractions and a new look. It has also improved perceptions about sentosa. Most important of all, it helped attract 5 million guests in 2004.

- 72% respondents claimed they had seen the campaign.- 40% “sentosa has new facilities/attractions/look”.- 57% perceptions of sentosa improved after seeing the campaign.- 69% confirmed more likely to visit after the campaign.- sentosa top of mind 53%, Zoo 21%

The Existing Framework Has Enabled

- Alignment with tourism board initiatives both domestically and regionally.-Strengthened sentosa’s brand identity.-B2B approach in foreign markets.-B2C approach in domestic markets.-Use of Take A New Look (domestic) and Discover More (international).-Inclusion of attractions / partners into overall sentosa branding campaign-Focused promotion for key location based events (Siloso NYE Splash, sentosa Flowers, FOY, Jazz By The Beach, Arabian Nites, etc.)

The Objectives

2006 and beyond calls for positive development on:

-Visitor Spending-Investment Commitment-Share Of Tourist Arrivals

-Visitor Satisfaction

Branding

There are 3 stages to the sentosa brand journey.

Currently we are at the end of stage one. Successful definition of the brand’s salience has been installed (2002 to 2006)

Definition of this is now starting to take root (2006 to 2008).

Confirmation (2008 onwards).

The Brand Moving Forward

The sentosa brand has begun to show some traction, but more remains tobe done.

Positioning Current Situation Next

Domestic Invite them to makeTake A New Look They have. Now what? it a behavioural habit

International This makes sentosa a Make sentosa aSingapore’s Island Resort consequence, must choose choice destination inDiscover More to visit Singapore first in its own right

The Brand Moving Forward

Asia’s Premium Playground

Transition Point

Singapore’s Island Resort

Shifting Beyond Being Singapore Centric

The new position will provide a credible longer term platform for both the

main brand and the three sub-brands.

Domestic International

The Brand Moving Forward

Domestic Market

RecognizedBeach

RecognizedActivity

RecognizedNature

Internationally, the sentosa brand must project

a powerful regional promise, that stands parallel to host Singapore

Amongst domestic visitors, sentosa must come to be recognized as one of Asia’s leading

and most dynamic leisure destinations in order to make visiting a regular habit

Creation of domestic sentosa Ambassador base

Sentosa Singapore

CONVENTION

DISRUPTIVE IDEA

VISION

sentosa

Come Play!

sentosa

Asia’s

Premium

Playground

Conveying The Brand Idea

Sunny & Landscaped Attractions

Singapore’s Island Resort

Moving Forward

Singapore’s Island ResortStage 1

Take A New LookDiscover More

sentosaCome Play Stage 2

Introduction & Preparation(all main

features announced)

As with any change with brand expression, its always useful to have accompaniment by significant symbolic milestones, such as:

- the launch of a new major facility (express)- the announcement of a bold new plan (FR)- a major international events (Clipper, Forbes, Singapore Open)

Launch of major new facilities

Installation of different

Corporate &Island Brand

sentosaAsia’s Premium Playground

Come Play II Stage 3

(all main features available)

Special Projects

(Branding Vehicles)

sentosa/STB/EDB/ForbesAdministrative Management

Objective:

sentosa, to establish and maintain a leadership role with

tourism and Singapore business related, organizations

and institutions to ensure that sentosa’s activities

are beneficial to the sentosa island community and

beyond.

Strategies:

Maintain leadership and working relationships in

relevant tourist board, government and private

organizations. Specific to the unique business / golfing

event proprietary to sentosa. This being the Forbes

Global CEO Conferences and BUB Dinner’s woven with

the Singapore Open.

Maintain ongoing relationship with sentosa island partner

community to enhance overall marketing opportunity.

Develop other strong private partnerships (MTV,

MediaCorp Radio, Discovery etc.) that will increase the

scope and reach of the marketing and advertising.

The Singapore Open, The Clipper & Other Mega Sports Marketing

Objectives:

Be known as the Home of The Singapore Open.

Coordinate sporting event partnerships that will create

distinction and add stature to sentosa’s current and

intended positioning.

Strategies:

Establish sentosa as iconic destinations integral to the

success and popularity of the tour. This should be

made an underlying principle across the existing sporting

events of The Singapore Open, The Clipper, The Terry

Fox Run and other appropriate vehicles identified by a

selective taskforce (Events). The latter to be addressed

by Marketing

Development of educational opportunities and incentive

programmes that will enhance the selling abilities of

sports alliance partners.

Tourism Academy & Educational Programme Partnerships

Objective:

Coordinate with relevant educational platforms to

create and enhance sentosa’s profile amongst more

discerning domestic and international audiences.

Strategies:

Use of technology to enable Tourism Academy to be

featured in a topical and up-to-date manner within the

sentosa web-site.

Buy into and sponsorship of border and cultural crossing,

educational programmes (World Intervarsity Debate).

Feature of World Intervarsity Debate details in a

prominent fashion on sentosa web-site.

Research

Research

Objectives:

Analyze the visitor volume, trip trends and visitor profile

of consumers that visit sentosa, as well as Singapore

visitor ship trends.

Assess performance of sentosa’s tourism industry.

Strategies:

Analyze performance of tactical advertising related to

sales efforts, such as conversion studies, return on

investment and other advertising impact studies as

appropriate.

Develop a market share history of STB’s primary and

secondary markets, to quantify STB’s marketing

activities and to establish a visitor profile to sentosa.

Continue intercept studies (incorporating guest

satisfaction) of visitors at sentosa’s Visitor Arrival Center

and other key arrival points.

Marketing

For the immediate future (up until sentosa Express is fully operational),

sentosa will build on the success of past by continuing to actively market

sentosa as Singapore’s Island Resort

Increasingly the Discover More position will replace Take A New Look in

domestic context

Even greater emphasis must be placed on international markets.

Specifically, India(309446/$410m/5.8d), Japan(434064/$320m/2.4d/FIT & Gp), UK(387970/$271m/3.2d/FIT) and China(568497/$270m/2.8d)

Possible adoption of Indonesia (Jkt.)(1341708/$1,061m/3.1d/FIT) as extension ofdomestic market, not unlike Malaysia (KL)(439413/$174m/1.8d/FIT)

Closer focus on Australia(392898/$242m/3d/FIT) market

Domestic focus March to July to make up for weak tourist arrivals thenJan(641000)/Feb(613000)/Mar(559000)/Apr(203000)/May(177000)/Jun(316000)/Jul(540000)/Aug(602000)/Sep(556000)/Oct(586000)/Nov(635000)/Dec(691000)

Overall Marketing Directions

Island Visitor Development

Objective:

To promote visitation to sentosa’s related attractions and

businesses and coordinate island wide, a uniformed

sentosa design and application programme.

Strategies:

Work with all sentosa attractions, events and

departments to continue the sentosa design grid

programme.

Promote location based signature programmes for

sentosa’s attractions (tours/content/etc) and events.

sentosa A & E Promotion

Objective:

To pitch and promote sentosa owned attractions and

events to the tourist and domestic markets respectively.

Strategies:

Develop and install individual and customized 12 month

marketing communications programmes. These

programmes are developed in isolation treating each

event or attraction as a individual products. This should

significant shift to use true broadcast (outdoor)

to reach the FIT tourist markets. And specific

niche programmes to reach niche domestic audiences.

Where applicable, integrating with collective

mainland cluster initiatives (ex. museum round table,

heritage sites) for greater impact on the FIT tourist

segments is catered for.

Website & Email Blasts

Objectives:

Continue to maintain the most up-to-date information

resource for the web-site with facilities to simplified

Mandarin and MICE Sales micro site.

Maintain and grow database pool of Sentosa loyalist.

Provide link and stage for island partners and other

sentosa

Strategies:

Provide on-line platform for the Sales, Marketing

Communications units.

Continual messaging programme for Islander members

and also weekend event promotion.

Feature of the month highlight

Telemarketing, Direct Response& Sponsorship

Objectives:

Use telemarketing and fulfillment program for consumer

outreach, such as direct mail, bulk mailings and surveys.

Secure sponsorship for Sentosa Signature Events.

Strategies:

Sale of domestic packages and programmes, ex.

Islander Club Membership.

To locate and install out-sourced facility.

F & B And Retail

Objectives:

Coordinate sentosa’s F & B and Retail offering to on-

island visitors.

Strategies:

Develop and install point of contact and distribution

vehicles that will reach, direct and eventually convert

on-island guests.

Currently this takes the form of on-isle banners, leaflets,

inclusion in maps etc.

Of worthy exploration would be possible tie-up or

build into MICE programmes. Signature catering by

sentosa and a sentosa giveaway that’s identifiable and

memorable.

International Trade Support

International Marketing

Objectives:

To promote sentosa as a travel destination to the

international travelers who:

- is already arriving in significant numbers to ignore

- are coming from destinations with group/ mice

programmes worth tapping on.

- exhibiting reasonable lengths of stay

India 309446, China 568497, Japan 434064

India 5.8 days, China 2.8 days, Japan 2.4

above are not so much FIT skewed

Strategies:

Support participation in targeted India, China and Japan

based international travel marketplaces, FAM tours and

marketing for the travel trade. Work with

Communications could install and run a continual

public relations programme targeted at the both the

consumer and trade in those relevant countries.

Suggest producing Holiday Planning Guides compliment-

ting leading travel-trade shows in those countries. These

could be titled 2006 CITM Holiday Planning Guide

(consumer or trade focus will depend on genre of show)

Co-op advertising and awareness campaigns highlighting

trade show participation could also be explored.

Packaged Travel & Trade Marketing

Objectives:

Expand and strengthen tourism marketing alliances with

sentosa’s private sector business partners and STB

tourism offices.

Market sentosa’s travel and tour products directly to

buyers through participation at trade shows, sales

meetings and marketplaces

Increase the direct sales opportunities for sentosa

island partners to those travel buyers who have

destination selection influence.

Strategies:

Suggest and identify new products for inclusion.

This could extend beyond sentosa’s shores as we know

it now to include joint marketing initiatives with the

Singapore Cruise Center, Mount Faber Leisure Group

and Vivo City etc.

Suggest for sentosa’s marketing partners to have direct

contact with clients through sales promotions at various

trade shows. Currently STB takes this role with limited

success for sentosa stakeholders.

Specific to personality projection at international trade

marketing opportunities, uniformed booth design /

application, extending to dress and collateral hand outs

must be coordinated / managed. Identify and install

common contractor.

The latter (collaterals) will include partnership

developed programs produced and undertaken by

sentosa.

STB Visitor Centers& Tourist Information Points

Objectives:

To provide quality and timely information to potential

visitors.

These would be travel trade and direct consumer in

international context and mostly consumer in a

domestic context.

Ensure full stockpile at all centers and points.

Strategies:

To create clear distinction between on and off-island

collateral formats.

To pitch collective sentosa brochures against individual

attraction leaflets.

Install and manage update and refresh system across all

STB offices and visitor information points worldwide.

Take over prime positions in all domestic attraction rack

brochures across all 99 hotels.

STB Publications

Objectives:

Inclusion in all of STB publications to compel all STB’s

primary audiences, the consumer and the trade selected.

Strategies:

Research full list and systematically engineer inclusion,

be it by listings, programmes, events, contact details,

whatever etc.

General

Advertising

Objectives:

Generate greater consumer interest and desire to make

sentosa a behavioral habit to increase visits from

domestic market (Malay, Indon?)

Generate greater consumer awareness of sentosa

as a destination in India and China.

Aggressively cross-promote and advertise sentosa in

tandem with STB’s market focus.

Strategies:

For buy into all markets, a vertical and niche media

selection is recommended. National buys may almost

always prove too expensive.

Generate awareness to all visitors at points of

disembarkation, airports, land arrivals and cruise centers.

The latter being of growing popularity and proximity.

Lastly, If It Isn't BrokeDon’t Fix It

We need to maintain a deliberate,

consistent and on-going branding programme

in 2006 and beyond.

This is over all other Marketing Programs.

Thank You