In a bid to better understand the needs of its guests, Sentosa has unveiled a new branding strategy. The Singaporean island will now be marketed under the tagline, “Where discovery never ends.” The branding change came about as a result of the COVID-19 pandemic, which provided Sentosa with the opportunity to recalibrate its offerings and branding.
Rebranding Efforts
As part of the process of rebranding, Sentosa’s logo was changed to reflect the wide range of feelings that visitors can feel on the island, from sunrise to sunset. The peaceful sunrise in the new logo is meant to remind people that the island will give them a good time. Mira Bharin, the divisional director of Sentosa, said that as part of the rebranding process, four new brand values were chosen: island soul, island connection, island discovery, and island future.
Island Soul
The island soul value celebrates the natural, physical attributes of Sentosa, such as its beautiful beaches and lush greenery. This value is meant to showcase the island’s unique offerings and highlight its potential as a destination for guests seeking to experience nature.
Island Connection
Island connection aims to create experiences for guests by connecting them to the island’s local community. Sentosa has several cultural events and activities that allow guests to connect with local residents and experience the island’s culture and history.
Island Discovery
Island discovery ignites curiosity in guests and encourages them to explore Sentosa. The island offers a range of activities that cater to guests of all ages and interests, from adventure activities like zip-lining to cultural experiences like visiting the S.E.A. Aquarium.
Island Future
Finally, island future is a commitment to sustainability and social responsibility on the island. Sentosa aims to be a leader in sustainable tourism and has several initiatives in place to promote environmentally responsible practices.
Marketing Strategy
Bharin made sure to say that the new branding strategy for Sentosa took into account leisure as well as physical, mental, and social health. As part of the rebranding, a lively calendar of events that are regularly changed and made to appeal to younger visitors was added. Sentosa’s Golden Jubilee celebrations included the unveiling of the Sentosa Discoveries Neverending NFT collection. It is a series of original works of art that show how each artist saw Sentosa.
With SentosaLand, a virtual environment where visitors can explore a fantasy reimagining of Sentosa island from any location in the world, Sentosa has also made its first venture into the metaverse. In order to strengthen the emotional bond between the island, Singaporeans, and foreign visitors, Sentosa has adopted a new branding approach. A 70-second advertisement with the title “A Deep Dive into Exploration” that highlights Sentosa’s many lesser-known treasures serves as the campaign’s centrepiece. The brand film leads viewers on a journey filled with unexpected discoveries at every turn, and there are a number of Easter eggs from the island’s adventures and attractions woven into the narrative.
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Sentosa’s new branding strategy and marketing plans are meant to meet the needs of its guests, who tend to be picky, while also getting ready for an expected rise in tourism. With its focus on leisure, wellbeing, and sustainability, Sentosa is well-positioned to stand out in an increasingly crowded market. The new branding strategy shows that Sentosa is committed to giving visitors a variety of experiences so that they can learn something new every time they go to the island.
