This one answers the question 'How do u promote a theme park in Singapore to the western european population?'

1. The Sentosa story – Euro style

2. Meghana Bhogle (13)
Anoop Gawali (28)
Ineet Gill (34)
Sheetal Jangid (47)
Amol Kakde (54)
Nishant Meshram (88)

3. Marketing objectives
Western Europe- A sneak peek
Marketing plan
Psychological appeal
Positioning & Differentiation
Pricing & Competition
Promotion strategies

4. To create awareness about ‘Resorts World’ in
Western Europe through extensive promotion
and in-turn increase the overall footfall
by 25% in 12 months

5. Population : 412,787,386
Austria Greece Norway
Belgium Iceland Portugal
Denmark Ireland Spain
Finland Italy Sweden
France Luxembourg Switzerland
Germany Netherlands United Kingdom

6. Segmentation : Targeting :
Geographic Selective specialisation
Demographic M1 M2 M3
Psychographic P1
P2
P3

7. A mix of experiences for each member of the family to
leverage upon
Appeal to emotions
Provide contrast
Social proof
Use scarcity & exclusivity

9. It’s not a visit, it’s a vacation!
Attribute positioning
Benefit positioning
User positioning
Get dizzy, get cozy, swim with the dolphins and gamble your
worries away!

10. Nature themed park
Eco tourism
Adult entertainment

11. Resort World, Singapore (SD)
Duration One Day Two Day Annual
Pass Type Non-Peak Pass Peak Pass Fun Pass Action Pass Superstar Pass
Adult 68 74 118 338 488 638
Child 50 54 88 258 408 558
Senior 32 36 58 208 358 508
Disneyland, Paris (USD)
Parks 1Park 2Park Party Disneyland Express
Duration 1 1 2 3 4 5 4days 5days
Adult 87 106 187 231 274 304 231 274 123
Child 79 94 167 203 231 261 203 231 99

12. Resort World, Singapore
Universal Studios
Lake of Dreams
Crane Dance
Marine life park
Disneyland, Paris
Meet Disney Characters
Walt Disney Studios Park
Blockbuster preview attractions

13. Theatre Promos
Festivals
-Fete de Humanite
-Mois de la photo
Lifestyle exhibitions
-Travel Expo cologne
-Unterwegs L&T
Travel magazines
Tie-ups with travel agencies

14. Tie ups with Corporates
Facebook and Twitter ads
Games on Facebook
Email Marketing
Free trip to fooballers
Featured shows

15. RESORTS WORLD
Fun * Entertainment * pleasure *
passion
Raviver la passion, retrouver votre

16. RESORTS WORLD
Fun * Entertainment * pleasure *
passion
Work overtime at the bar, gamble

17. RESORTS WORLD
Fun * Entertainment * pleasure *
passion
Revive das kind in ihnen, alter kiene

20. http://www.clickz.com/clickz/news/1725337/disney-buy-
playdom-latest-sign-its-social-media-embrace
http://www.demc.com/artman/publish/article_130.shtml
http://www.demc.com/artman/publish/article_130.shtml
www.sentosa.gov.sg
http://www.gentingsingapore.com/annualreports/2009/GI
L2009_20_25.pdf
http://www.marketing-interactive.com/news/10362