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What? Compelling event concept @ Sentosa (Why? (Increase local interests…
What? Compelling event concept @ Sentosa
Who? Target market (primary and secondary)
SWOT
Existing amenities and facilities
New amenities and facilities
Bases of segmentation to derive a target market
Geographic
Those who live / work in CBD
Those who live far away from CBD but work in CBD
Demographic
Gender
Single & looking for
__
(fill in the blank)
?
Pyschographic
Night owls
Adrenaline junkies
'Beach Bums'
Behavioural
early adopters
promotion / secured big project for firm
getting married / baby shower
Why?
Increase local interests and patronage of Sentosa (currently 30% of 19m visitors per year)
Increase per-pax spend and overall revenue
Support tenants and partners (rental and other revenue streams)
Strengthen branding (equity): State of Fun, premier attraction in the region
Harness and exploit marketing efforts / investments in infrastructure
Trends (PESTEL)
Health & Wellness
Technology-driven lifestyle / events
Globalisation (cultural and social trends)
Rise of influencers and the use of social capital
When?
Day-to-night
Weekday nights
Seasonality
Peak
Low/shoulder
How?
Think Green (addressing carbon footprint of event and positioning of Sentosa as a leader in this field?)
Think co-branding (leverage on the 'star power' of popular culture or another brand) ie partnership
Think sustainability of event concept (not the same as a theme)
Think Smart Nation
Think of driving interest in / use of other parts of the island (capacity distribution)