Sentosa's new branding makes it more fun

SINGAPORE - Sentosa has launched its latest brand campaign and unveiled a new tagline - The State of Fun - in a significant move aimed at positioning Singapore's iconic resort destination as the capital of fun for everyone.

The new campaign is created to refresh the popular island resort's brand image and heighten its emotional connection with Singaporeans and foreign guests, as they come to the island to enjoy its many leisure offerings and build fun memories with their friends and families.

The new brand tagline, The State of Fun, will form the basis for the island's marketing communications, from the promotion of its attractions, events and programming to its service delivery style. The brand tagline's bubbly, pop colour design also reflects the energetic pulse of the island and bursts of fun experiences on Sentosa.

Sentosa has seen a vast transformation over the past 5 years and the island today offers a compelling mix of attractions, hotels, dining facilities and a year-round calendar of world-class events and other leisure activities. The growth of the tourism industry in Asia has also fueled foreign investments and attracted international brands to Sentosa, the latest being Madame Tussauds Singapore and the Sofitel Hotel.

"While our brand positioning as Asia's Favourite Playground has served us well since 2008, it is time for us to refresh our brand image to better project the more vibrant and dynamic Sentosa Island, which is now well placed to become more than a leading leisure destination in the region", said Susan Ang, Divisional Director, Island Investment and Branding.

"Our guests, Singaporeans and tourists alike, have also grown more sophisticated over the years. In the effort to ensure we understand our guests' needs and remain connected with them, a brand audit was conducted last year to feel their pulse and perceptions of Sentosa as a leisure destination. A predominant attribute that they associated with Sentosa was 'fun' and this eventually became the key thrust of our new brand campaign", she added.

Elaborating on the campaign, Ms Ang said, "The State of Fun creative concept was born from the idea that Sentosa offered a physical space where people could let their hair down and have fun. It also depicts their emotional state while on Sentosa by showcasing the many happy moments of our guests, regardless of their age, what they do or whom they are with on the island.

"The portrayal of Sentosa as a 'State' where all visitors are its 'citizens' with the 'freedom of right' to have fun, is a playful proposition that speaks to an increasingly open local and international target audience who can appreciate humour with a cheeky spin. This lighthearted brand approach projects Sentosa's new brand personality as one that is fun, yet bold, unconventional and witty", she added.

The brand campaign, which is expected to run for three years, will focus on reaching out to Singaporeans and local residents in the first year, with plans for the extension of the campaign in key overseas markets in the subsequent years.

"Sentosa holds fond memories for many Singaporeans and we would like to see that it continues to be a favourite leisure spot for their enjoyment. The many experiences on Sentosa are increasingly more inclusive and appeal to different local segments. With 50 per cent of our guests from Singapore, we believe it is important to first connect with them before going beyond our shores as they are our best advocates", said Ms Ang.

To kick off the new brand, a teaser campaign was launched on May 12, 2014 where participants were encouraged to guess where The State of Fun was. Over a thousand guests hedged their guesses over two weeks, with the answer that 'Sentosa is The State of Fun'.

A launch party was planned on Saturday Jun 7 to celebrate the new State of Fun. In keeping with its concept of the birth of a new State, a flag raising activity of a fun nature was conducted in the lead up to the launch event. Staff and guests of Sentosa were welcomed to pen down on coloured flags their pledge to have fun, at the Sentosa Beach Station from Jun 2 to 7. These flags were strung along Siloso Beach as part of the celebration.

Alternatively, guests were also welcomed to help raise the State of Fun flag digitally by registering as citizens of fun on the website through their Facebook or Twitter accounts. They could join in the fun to 'Raise the flag' with their posts or tweets, which unlocked rewards and were given out on Sentosa throughout the launch day on Jun 7.

For the first time, many of Sentosa's island operators were also getting into the fun act in support of the island's brand campaign. They included iFly's resident experts taking on the Book of Records with the most number of barrel spins in one minute. Over at The Flying Trapeze which is managed by Shangri-La's Rasa Sentosa Resort & Spa, Singapore, professionals demonstrated how they can swing on the trapeze in midair with pizzas on hand; and stuntmen at the Wave House showcased how pros surf the waves. Over at the SeaBreeze, guests watched the most thrilling jetlevitation ever.

"Shangri-La's Rasa Sentosa Resort & Spa is delighted to be a part of the State of Fun. The launch of this brand campaign signals a new state of collaboration between Sentosa Development Corporation and its business partners. Sentosa Island is made up of many attractions, dining and accommodation options. Everyone needs to have fun - from singles to couples, families, the young and the young at heart. It is therefore very good to have a brand campaign that aims to involve as many island operators as possible because together, we are what makes Sentosa fun", said Ben Bousnina, General Manager, Shangri-La's Rasa Sentosa Resort & Spa, Singapore.

Guests witnessed a series of exciting activities throughout the day, with lots of celebratory fringe activities and promotions along the island's Siloso Beach. They also brought their own picnic to the beach, while they watched a grand finale orchestral performance and fireworks display to mark the birth of this new 'state of fun' on Sentosa. This day also marked the start of six months of free island admission via the Sentosa Boardwalk on weekends and public holidays.