Massive reorganisation underway at Sentosa

Sentosa is tipped to be restructuring its marketing operations. Marketing understands that the new team will be headed by a new chief marketing officer who is yet to be appointed.

According to sources, several different business units will now be aligned under one marketing umbrella. This is in hopes to create an end to end, customer centric service by April 2017. Currently, Sentosa is in the first phase of the roll out and business heads will be appointed in the future to report to the new CMO.

UPDATE: In a statement to Marketing, SDC confirmed it will be creating a new marketing division which integrates relevant departments from its corporate and leisure management units as part of efforts to strengthen Sentosa’s position as a leading leisure and lifestyle destination. The division will bring together the corporation’s branding and communications, sales and marketing, business promotions, events and programming as well as guest services functions by April 2017.

"In line with our efforts to achieve greater branding and marketing communication synergies, SDC has called for a creative agency partner to provide strategic brand development and tactical marketing services to promote Sentosa, both locally and regionally. We are evaluating the submissions," it added in a statement.

According to Gebiz, the appointment is for a period two years and five months with an option to extend for another year. The agencies which have responded to the tender so far are Dentsu Singapore, Y&R Singapore, Grey Group Singapore and J. Walter Thompson Singapore.

Grey Group Singapore is SDC’s current creative agency for strategic branding, whereas Dentsu Singapore is its current creative agency for tactical executions.

Last year, MEC Singapore was appointed as its media agency to handle the Sentosa business and dealing with branding, strategic planning and creative planning of future campaigns.  In August, the leisure group appointed Asia PR Werkz as its public relations agency.