Sentosa island and sentosa brand
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Transcript of Sentosa island and sentosa brand
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