Marketing Excellence Awards 2023 Singapore
Sentosa drops 'State of fun' branding, unveils new logo and look for new year

Sentosa drops 'State of fun' branding, unveils new logo and look for new year

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 A new year, a new look. Sentosa is moving away from a “State of Fun” to a new tagline “Where discovery never ends”. In addition to the tagline, Sentosa’s logo has been redesigned to bring out the promise of making fulfilling moments on the island. The logo’s tranquil sunrise reflects the array of emotions from the experiences on the island from sunup to sun down. The radiant Sentosa orange exudes a burst of energy and life – a representation of how one feels after a refreshing experience on the island.


Sentosa Development Corporation (SDC) first launched the State of Fun in 2014, and the concept was to position Sentosa is a place where all visitors become “citizens” with the “freedom and the right” to have fun. This concept will span internal and external communication activities.

Under the new brand refresh, Sentosa Development Corporation has also launched a new campaign in collaboration with agencies GOVT, Universal McCann, Zeno Group, Section Digital and Oliver Marketing.

Creatively led by GOVT, the new campaign refreshes the beloved island’s brand image with a new logo, a 70-second commercial spot, key visuals, along with a vibrant motif designed in partnership with homegrown Singaporean illustrator Tiffany Lovage. Each element in the motif represents the key themes of discovery the island offers; from the celebration of the botany that Sentosa boasts, the celebration of people and the bonds created, to Sentosa’s commitment to a sustainable future.

All of which aims to heighten the emotional connection between the island, Singaporeans, and foreign guests as they enjoy the rejuvenating offerings of the island.

According to the agency, the new brand tagline ‘Where discovery never ends’ draws inspiration from the island’s many unexpected sights, sounds, and experiences at every turn. It’s a reflection of how every visit brings about a sense of newness and wonder, and how every visit to Sentosa can become a transformative experience.

"In line with the refreshed brand positioning, SDC will be featuring aspects of the island that our guests can discover on their next visit. For a start, we will be rolling out Stories of Discovery, which will uncover lesser-known facts and attractions about the island as told by the islanders," shared Alvina Seah, the managing director at GOVT when MARKETING-INTERACTIVE reached out. "We have also rolled out SentosaLand, a fantastical reimagination of Sentosa Island. Accessible to the public from 10 January 2023 and hosted on gaming platform Roblox, SentosaLand will see key areas of the island reimagined with a whimsical touch, as well as gravity-defying quests to engage guests in this virtual space. Players can run through the Imbiah Magical Forest, chill out at a beach club, and even explore their way through a garden maze. We believe this would also enable us to reach a wider audience than before and ignite their interest to discover Sentosa Island in person on their next visit."

Thien Kwee Eng, chief executive officer, SDC, explained that Singaporeans and the travellers of the future are both discerning and seeking out high quality leisure experiences that enable them to connect with each other and discover more about themselves. “Sentosa is well positioned to meet this need, as the natural island environment inspires SDC to continue to curate new experiences that empower our guests to forge new connections and foster deeper relationships with each other. We hope that more leisure seekers and international travellers will come and experience the many facets of the island and discover a new side of themselves,” she said.

“By refocusing the Sentosa brand to highlight the sense of awe and inspiration that comes with each discovery, we hope that our guests will be able to explore and feel refreshed with every visit. The refreshed brand brims with energy and positivity, as we look ahead to welcome more guests to discover more of Sentosa and themselves,” said Mira Bharin, divisional director (marketing and guest experience), SDC.

The campaign roll-out is spearheaded by a 70-second commercial titled “A Deep Dive into Discovery”. Featuring the many lesser-known gems of Sentosa, the brand film takes viewers on a journey of surprising discoveries at every turn. A series of Easter eggs drawn from the island’s experiences and offerings are hidden in the film too. Viewers will be invited to spot them over the course of the campaign for added fun and engagement.

“The psyche and mindset of our audiences have grown over the years. Visiting a place and ticking it off the list is not enough. Instead, there is the expectation to create experiences that are fulfilling and meaningful. Sentosa, too has evolved, bringing to life an array of activities that allow our visitors to enjoy different experiences, every time they visit this island,” explained Seah. 

The campaign, which will run across television, digital, social and out of home, is a long-term strategic move, riding on the momentum of Sentosa’s Golden Jubilee last year and global travel trends over the past few years, accordign to Seah.

Related articles:
Sentosa Development Corporation unveils magical Golden Jubilee animation film
STB, SDC and Alipay to roll out payment solution to 70% of Sentosa merchants
STB launches SG$20million Golden Jubilee campaign

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