SENTOSA has launched its latest brand campaign and tagline, The State of Fun, in a move to position the resort destination as the capital of fun for everyone.
“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, Sentosa Development Corporation.
“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 light-hearted brand approach projects Sentosa’s new personality as one that is fun, yet bold, unconventional and witty”, she added.
The State of Fun 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.
Welcoming the new brand campaign, Ben Bousnina, general manager, Shangri-La’s Rasa Sentosa Resort & Spa, Singapore, said: “The launch of this brand campaign signals a new state of collaboration between Sentosa Development Corporation and its business partners…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.”
A launch party to celebrate the new brand campaign is planned on June 7, which will also mark the start of six months of free island admission via the Sentosa Boardwalk on weekends and public holidays.
