New business association pledges S$3m to promote Sentosa HarbourFront area
- POSTED: 26 Dec 2013 20:55
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A new business association has pledged S$3 million to a marketing fund aimed at promoting Sentosa and HarbourFront through events and campaigns in the next three to five years.
SINGAPORE: A new business association has pledged S$3 million to a marketing fund aimed at promoting Sentosa and HarbourFront through events and campaigns in the next three to five years.
And Resorts World Sentosa will fund half of the entire marketing expenditure.
The Sentosa HarbourFront Business Association (SHBA) was launched by Second Minister for Trade and Industry S Iswaran.
It comprises members representing 14 businesses and stakeholders from the Sentosa HarbourFront precinct.
The precinct is expected to see more exciting activities in the near future, with plans announced recently to develop the area further.
Resorts World Sentosa is the current secretariat for the Association.
Mr Iswaran said there are three areas where the Association's collective efforts can have a tangible impact in promoting the precinct.
He urged the Association to promote the precinct as a preferred Meetings, Incentives, Conventions and Exhibitions (MICE) destination in the region.
The Association has set itself a target to increase the number of MICE visitors by 20 per cent by 2016.
Mr Iswaran said: "One of those areas is joint promotion marketing, especially in a very competitive space like MICE, because if you talk about MICE events, the competition is international.
“Some of the bigger cities and most attractive locations compete. So, if they are able to come together -- rather than individual hotel properties, or individual facilities, but come together as a precinct, and market themselves, I think it will be a lot more appealing, the value proposition will be compelling, and I think they will be able to compete pretty well in the global market."
Mr Iswaran added that SHBA can look at developing precinct-wide content that can help differentiate it from competitors.
He said SHBA can also make a difference in staff training and development as there is much potential for its members to collaborate and reap economies of scale.
In its first signature event in April 2014, the Association is planning a precinct-wide Easter celebration to inject more vibrancy to the area with promotional activities and decorations across all properties.