Tequila's initial task will be to develop design guidelines that can be used across all advertising and collateral materials to ensure Sentosa has a consistent brand image.
Corinna Cox, SDC deputy director of marketing communications, said the company would step up its marketing activities to promote its positioning as 'Singapore's island resort'.
The push for SDC to be more active in its marketing has been largely driven by Darrell Metzger, SDC chief executive, who joined the company in February.
Metzger, a former chief executive of Hong Kong's Ocean Park theme park, said SDC plans to generate repeat visits by having an on-going programme in which a new attraction is launched about every six months to coincide with peak holiday periods.
He said it was crucial for Sentosa to invest in its brand because the theme park and resort faced stiff competition from other entertainment attractions in the region, including Sea World, Movie World and Dreamworld on Australia's Gold Coast.
A Disney theme park is also scheduled to open in Hong Kong in 2005.
Tequila was awarded the work without a pitch because Philip Brett, Tequila managing director, sits on SDC's marketing and branding committee. Cox said it was better to go with someone they already knew and Tequila demonstrated it was "lively, young and pro-active".
