Sentosa employs tabletop advertising tactic

Singapore - Sentosa Leisure Group recently launched an MCCM Media-conceptualised tabletop advertising campaign as part of a new thematic drive positioning its Silosa Beach sub-brand as ‘young', ‘hip' and ‘the' beach in Singapore.

"We launched our ‘Take a New Look' tagline last year, and we're now retaining the tag and continuing with the optical illusion theme but solely focusing on promoting Siloso Beach," said Maurice Williams, Marketing Director, Sentosa Leisure Group. "We're targeting two demographic groups --15 to 24 year old trendy students as well as working adults aged 25 to 34."

Launched in 10 food courts at Singapore Polytechnic, Temasek Polytechnic, Nanyang Polytechnic and Republic Polytechnic, the TBWA \Tequila-created campaign features the three main characteristics of Siloso Beach -- playing beach volleyball, partying with a DJ and combining banana boat rides with ice-cream, thus spruiking sea sports and the venue's F&B outlets. OMD handled media planning.

"The tables in the more crowded canteens in each school will be dressed up with our campaign visuals and messages and by speaking to a captive audience, we believe that the creative execution may even provide a good lunch time topic and motivate students to visit the beach on the weekend," added Williams.

Sentosa will target its second, image-conscious yuppie audience in August with gym advertising in Planet Fitness outlets, chosen for the strategic locations of the company's branches.