RWS gets dressed for success

Singapore - Resorts World at Sentosa (RWS) has unveiled its new logo and brand tagline ahead of its much anticipated 2010 launch.

The new logo is part of a six-month long extensive brand positioning exercise spearheaded by TBWA. "Resorts World at Sentosa is more than a centre of diverse and wonderful attractions. It is a place where people will come to be moved emotionally. By using the same Disruption methodology that has helped build many of the world's most iconic brands, including Apple and Adidas, we found a very powerful idea around which to build this new brand - the first expression of which is the new logo," Nirmalo Wilkes, GM for TBWA\Singapore, said.

RWS deputy VP of Resort marketing, Elena Arabadjieva, said the branding exercise was a "necessary stage to build Resorts World into a premier hospitality brand".

"It is important to visualise the power of our product and the promise to our customers through our brand identity and all our creatives. The updated logo is just the first visual expression of what is yet to come for our marketing initiatives before 2010," she said.