Ad Nut
May 8, 2020

Sentosa resort re-opens—in Animal Crossing

Recreation recreation: A virtual version of the Singapore destination debuts in the popular Nintendo Switch game, with help from BBH Singapore.

Sentosa Development Corporation has cut the ribbon on Sentosa Crossing, a digital recreation of the Singapore recreation destination within the Nintendo Switch game Animal Crossing: New Horizons.

The company is inviting people to visit "your island getaway, without getting away from home", and the virtual version includes attractions such as beach bars, nature trails, the Skyline Luge, the Shangri-La and Capella hotels, and a spot for yoga by the beach (the gallery above contains several images of the game locations alongside the real-world spots).

Getting to Sentosa Crossing may take some doing: Users can register for one of 36 free slots available each day. The cartoonish resort is open from 10 am to noon, 2 pm to 4 pm, and 6 pm to 8 pm Singapore time, with three 30-minutes sessions for up to four visitors each during each of those two-hour windows. 

Omar Sotomayor, creative director, BBH Singapore: 

While cooped up at home, the creative team had this brilliant idea of creating a getaway island.... Everything on the virtual island has been painstakingly designed so that it reflects the attractions on the real island. But it goes beyond that and moves Sentosa into the Animal Crossing world. So in the coming weeks, Sentosa's social media channels will broadcast the life and experience on this new island, and we’ll also be hosting tours and events.

Lynette Ang, CMO, Sentosa Development Corporation:

Through our virtual offerings, we would like to encourage everyone to make time for an 'island getaway' during these challenging times, as a break is important for one’s mental wellbeing. In addition, while exploring these leisure experiences, guests can also be inspired with ideas for future outings to Sentosa.

Rebecca Ash, head of strategy, BBH Singapore: 

Necessity is the mother of invention. The pandemic has seen people find creative ways to carry on with parts of their pre-COVID lives, and the whimsical world of Animal Crossing has provided a timely escape from the depths of confinement. Amazingly, how people were spending their time in the game mirrored how they chose to spend their time on the island—from exploring to eating, dancing to dating. The opportunity just presented itself.

CREDITS

BBH Singapore
Chief Creative Officer: Sascha Kuntze
Group Creative Directors: Janson Choo & Khairul Mondzi
Creative Director: Omar Sotomayor
Senior Copywriter: Adeline Siow
Senior Art Director: Kenneth Foo
Senior Designer: Deng Hui Heng
Designer: Shervin Low
Gaming Consultant: Stanley Tang
Creative Technologist: Jiarong Sng
Business Director: Ross Henderson
Account Director: Manavi Sharma
Account Manager: Shu Li Tan
Head of Strategy: Rebecca Ash
Strategist: Zoe Chen
Content Strategists: Faith Huang & Cheryl Koh
Content Producer: Sam Lynas
Community Managers: Chelsea Auo & Tricia Vergara
Operations Director: Eddie Jackson
Head of Delivery: Lesley Chelvan
Executive Producer: Wendi Chong
Digital Producer: Sean Thambiah
Editor: Christopher Leow

Sentosa Development Corporation
Chief Marketing Officer: Lynette Ang
Director, Brand, Marketing and Communications: Mira Bharin
Senior Assistant Director, Brand & Marketing: Elaine Quek
Deputy Manager, Brand & Marketing: Wendy Tan
Deputy Director, Digital: Ivan Teo
Deputy Manager, Digital: Mohameed Zaki bin Jufr

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