The Bunch The Bunch Behind The Brand Behind The Brand Head Of Department Anna Ng Manager Branding Consumer & Corporate Joyce Tan Manager Channel Development Domestic & International Cordelia Lee Manager Marketing Services Pauline Tan Assistant Manager Marketing Joyce Leong Executive Branding Consumer & Corporate Elaine Quek Executive Channel Development Domestic & International Yek Lay Kheng Executive Marketing Services Farah’Ain Niza Coordinator Branding Consumer & Corporate Siti Mas Ayu Co-Ordinator Marketing Services Zachery Ramesh Rajendran Manager Events Marketing Jennifer Woo Executive Marketing Mas Tuty Suliani Executive Marketing Elsin Seow Executive Marketing INTERN INTERN INTERN Genevieve Lim Executive Channel Development Domestic & International INTERN
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The Bunch The Bunch Behind The BrandBehind The Brand
Head Of Department
Anna NgManager Branding
Consumer & Corporate
Joyce TanManagerChannel
Development
Domestic & International
Cordelia LeeManager
Marketing Services
Pauline TanAssistant Manager
Marketing
Joyce LeongExecutiveBranding
Consumer & Corporate
Elaine QuekExecutive
Channel Development
Domestic & International
Yek Lay KhengExecutive
Marketing Services
Farah’Ain NizaCoordinator
Branding
Consumer & Corporate
Siti Mas AyuCo-Ordinator
Marketing Services
Zachery Ramesh RajendranManager
Events Marketing
Jennifer WooExecutiveMarketing
Mas Tuty SulianiExecutiveMarketing
Elsin SeowExecutiveMarketing
INTERN
INTERN
INTERN
Genevieve LimExecutive
Channel Development
Domestic & International
INTERN
Branding Channel Development Marketing
Event Marketing Marketing Services
Towards Greater Sentosa
Overall FrameworkOverall FrameworkTo achieve the intended objectives it is important for Sentosa to filter
key initiatives that STB and selected key channels
intend to peruse in the coming year
This should include STB HQ and worldwide offices in all markets
(Added emphasis in key markets)
The initial carrier shortlist includes Singapore Airlines and Tradewinds
(Direction to be developed jointly with Sales)
Identification and development with key channels ( 5 top TA’s etc) in key markets
Tier 1 China, India and Malaysia
Tier 2 Japan, Korea, Taiwan, Vietnam, *Australia, UK , Germany
Target families with kidsLocals are familiar with attractions, so more hardworking messaging with tactical focus requiredMay be aligned with new activity cluster (Resorts World) in the longer termActivities-based with intention to focus on themes (eg culture, history, educational)Marketing to take-over for sustenance
Nature Sub-BrandNature Sub-Brand
2-phases: Imbiah area & Serapong area Free & non-gatedTarget visitors: families, tour groups, schools, tourists, walkers,
fitness enthusiasts, nature groups Phase 1 (Imbiah area) target completion end 2007
SentosaCluster Brand
Cluster BrandingCluster Branding
Create opportunity to take ownership of a broader Sentosa Experience
Position as THE “Central Leisure District” in SingaporeNobody has yet to own this, hence opportunity to
build this brand
A level we need to develop in the next 2 yearsvia dedicated campaigns
Sentosa Island
Southern Islands
City
HarbourFront / Vivo City
Singapore Cable Car
Cluster BrandingSingapore
Cruise Centre
Sentosa Cove
Integrated Entertainment Hub :
Sentosa-HarbourFront-Southern Islands
Caribbean Bay
Residential (900
units)
St James
How International Audience How International Audience Must Perceive UsMust Perceive Us
An Assembly of Activities
Shopping
Attractions
A sense of Arrival
Night Life
Entertainment
Recluse Sports
Chill Out
Beach activities
Definition of SHFSentosa HarbourFront is the official name of the southern cluster of shopping, entertainment, leisure, nature, relaxation, dining, history, romance, seaports,
grooming and accommodation facilities
The PartnersCable Car, VivoCity, St James and Sentosa
(key prominence with Resorts World)
Sentosa-HarbourFront
The Cluster Brand The Cluster Brand Being Geared to Represent SentosaBeing Geared to Represent Sentosa
SentosaCorporate Brand
Sentosa Corporate BrandSentosa Corporate Brand
The existing brand platform of “Our Business is Your Pleasure”
has been employed for both consumer andcorporate brand positioning
Where consumer messaging focused on experience and the hardware, the corporate messaging needed to be about delivery of experience