Sentosa (A): Asia’s favourite playground

• Main Authors: WOODARD, Jason, SPROULE, Kevin
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2013
• Subjects: Marketing; Analytics; Business IT; IT; Information Technology; IT Solution; IT Solution Design; Gamification; Long-term Strategy; Strategy; Promotion Management; Growth; Sentosa; APEX; Advertising and Promotion Management; Business Administration, Management, and Operations; Technology and Innovation
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/51; https://cmp.smu.edu.sg/case/2801
• Institution: Singapore Management University

This case is the first part of a three-part series on the Sentosa Leisure Group based in Singapore. The three cases focus on: Case (A) – Marketing / Analytics Case (B) – IT solution design Case (C) – Long-term strategy Sentosa (A): This case starts as Esther Wong, deputy director of solutions technology is tasked with boosting local attendance to Sentosa, the resort island near the heart of Singapore. The island had done well in attracting foreign visitors, and management saw the next challenge to be attracting locals to the island, who often saw it as expensive and difficult to navigate. Using existing information and infrastructure along with bolstering programmes like the Sentosa Islander membership, how can Sentosa grow local attendance?