1. Sentosa Brand
and
Sentosa Island Brand

2. Sentosa Brand Evolution
Positioning Communication
Challenge Take a new look
Singapore’s Island Resort
& Discover more
Discover your Sentosa
Singapore’s Leisure District
Invitation
Come Play
Asia’s Premium Leisure
Asia’s Premium Playground
Destination Aspiration
Build on this Make message ‘bigger’
to reflect new additions
to Sentosa

3. Sentosa: New Brand Challenges
1. Geography
From a geographic perspective
Sentosa is growing. This needs to be Educate and change
communicated along with re- consumers perceptions
educating the public who have pre- and habits
conceived ideas on what constitutes
Sentosa
2. Marriage!
Sentosa Island and Sentosa Harbour Find a common strategic
platform that unify them
Front have strong, distinguished and
whilst also allowing them
complimentary identities
to have their own identity

4. Sentosa
Geographic Segmentation to Theme Segmentation
Island: Resort life Harbour Front: Urban Life
• Sentosa Island
• Vivo City
– Beach-life (sun and sand, events
and parties) • St James Power Station
– Sport & Leisure (golf, watersport, • Singapore Cable Car
karting/luge, spa) • Harbour Front Cruise Centre
– Nature & Heritage (trails, heritage • Mount Faber
sites)
• Foot Hills
– Attractions (monuments, sites,
theme park)
• Resort World
• Sentosa Cove
• Southern Islands

5. Unifying Sentosa Island and Sentosa
The Sentosa ‘Mother Brand’ DNA forms the foundation for both Sentosa Island and Sentosa
and unifies the communications
PERSONALITY VALUES
Vivacious Diversity
Generous Freedom
Welcoming Community spirit
E
BELIEFS
Accessibility
Quality
PURE PLEASURE
Choice

6. The Brand Essence: Pure Pleasure
In 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

7. The Positioning: Asia’s Riviera
ASIA
A Destination
‘Bigger than Singapore’
talks to our international
audience
Riviera
Premium
Sophisticated
Glamorous

8. Sentosa ‘Mother Brand’ DNA Platform
Sentosa ‘Mother Brand’ must work with an international
audience whilst unifying all Sentosa communications, locally
and internationally
Brand Essence
‘Pure Pleasure’
Positioning
‘Asia’s Riviera’
Proposition
‘Unforgettable’

9. Sentosa’s Brand Architecture Encapsulates
Sentosa and Sentosa Island
Sentosa Mother Brand
Brand Essence: Pure Pleasure
Positioning: Asia’s Riviera
Proposition: ‘Unforgettable’
(Island) ‘Resort Life’ (Harbour Front) ‘Urban Life’
Proposition: ? Proposition: ?

10. ‘Resort Life’ Through The ‘Identity Prism’
Island, beach, nature, Unpretentious,
attraction, luxury Friendly, Laid Back
Physique Personality
An ally Outdoorsy / Fun
Relationship Culture and Tranquility /
Peacefulness
Customers’ Customers’
Self-
Reflection Projection
Enjoying life riches
I am just treating myself

11. ‘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’

12. BRINGS OUT THE LIFE IN YOU

13. 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’
(Island) ‘Resort Life’ (Harbour Front) ‘Urban Life’
Proposition: ? Proposition: ?

14. Defining Urban Life through the ‘Identity Prism’
Seafront Promenade,
Southern Connection Vibrant, Classy,
Modern
Physique Personality
Romance/
A cosmopolitan friend Relationship Culture Sensuality and
Fun/Vitality
Customers’ Customers’
Self-
Reflection Projection
A statement of ‘good living’ I am experiencing an
indulgent life

15. ‘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’

16. QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
ART OF LIVING

17. Sentosa’s Unifying Brand Architecture
Sentosa Mother Brand
Platform
Brand Essence: Pure Pleasure
Positioning: Asia’s Riviera
Proposition: ‘Unforgettable’
Resort Life Urban Life
Proposition: ‘Brings out the Life in you’ Proposition: ‘Art of Living’

18. Sentosa Brand House
Senots Mother Same Brand but
Brand DNA Brand Different Corporate Brand
Platform Audiences
Sentosa Island Sentosa Stays the same
Becomes
Sentosa Sentosa
‘Resort Life’ ‘Urban Life’