Sentosa has launched its latest brand campaign and unveiled a new tagline – The State of Fun, in a significant move aimed at positioning Singapore’s iconic resort destination as the capital of fun for everyone.
The new campaign is created to refresh the popular island resort’s brand image and heighten its emotional connection with Singaporeans and foreign guests, as they come to the island to enjoy its many leisure offerings and build fun memories with their friends and families.
The new brand tagline The State of Fun will form the basis for the island’s marketing communications, from the promotion of its attractions, events and programming to its service delivery style. The brand tagline’s bubbly, pop colour design also reflects the energetic pulse of the island and bursts of fun experiences on Sentosa.
To kick off the new brand, a teaser campaign was launched on 12 May where participants were encouraged to guess where The State of Fun was. Over a thousand guests hedged their guesses over two weeks, with the answer that ‘Sentosa is The State of Fun’ being revealed today.
A launch party is planned on Saturday 7 June to celebrate the new State of Fun. In keeping with its concept of the birth of a new State, a flag raising activity of a fun nature will be conducted in the lead up to the launch event. Staff and guests of Sentosa will be welcomed to pen down on coloured flags their pledge to have fun, at the Sentosa Beach Station from 2 to 7 June. These flags will be strung along Siloso Beach as part of the celebration.
Alternatively, guests are also welcome to help raise the State of Fun flag digitally by registering as citizens of fun on the website www.thestateoffun.com through their Facebook or Twitter accounts. They can join in the fun to ‘Raise the flag’ with their posts or tweets, which will unlock rewards and be given out on Sentosa throughout the launch day on 7 June.
For the first time, many of Sentosa’s island operators will also be getting into the fun act in support of the island’s brand campaign. They include iFly’s resident experts taking on the Book of Records with the most number of barrel spins in one minute. Over at The Flying Trapeze which is managed by Shangri-La’s Rasa Sentosa Resort & Spa, Singapore, professionals will be demonstrating how they can swing on the trapeze in mid- air with pizzas on hand; and stuntmen at the Wave House will be showcasing how pros surf the waves. Over at the SeaBreeze, guests will get to watch the most thrilling jet- levitation ever!
Guests will be able to witness a series of exciting activities throughout the day, with lots of celebratory fringe activities and promotions along the island’s Siloso Beach. They can also bring their own picnic to the beach, while they watch a grand finale orchestral performance and fireworks display to mark the birth of this new ‘state of fun’ on Sentosa. This day also marks the start of six months of free island admission via the Sentosa Boardwalk on weekends and public holidays.