Positioning RWS as a Global Leader in Sustainable Tourism
Resorts World Sentosa (RWS) operates destination, leisure, hospitality and integrated resort assets on Singapore’s iconic Sentosa island. As a leading tourism destination, RWS plays a significant role in shaping visitor experiences while balancing economic performance with environmental and social responsibility.
The challenge was to organise RWS’ sustainability efforts into a clear, cohesive narrative that could resonate with both internal and external stakeholders.
RWS also sought to strengthen its leadership position in sustainable tourism while addressing the diverse needs of audiences ranging from employees and MICE clients to hotel guests and day visitors. This required a unifying sustainability vision that could align communications, events and initiatives under a single, credible framework.
SR partnered with RWS to develop a strategic sustainability framework and integrated communications plan that brought clarity, structure and purpose to its sustainability efforts.
Our work began with detailed auditing and peer benchmarking to identify best practices and inform recommendations. This was followed by in-depth stakeholder interview and discussion sessions to understand organisational dynamics and uncover opportunities for meaningful engagement.
From these insights, SR developed and tested multiple sustainability framework scenarios before refining a clear strategic direction and defining a central purpose, “Acting with Purpose, Delivering with Impact.” The purpose was shaped by RWS’s ambition to translate sustainability commitments into measurable action, emphasising accountability, execution, and tangible outcomes.
Anchored on the idea of “Driven to LEAD,” the narrative positioned RWS as an organisation committed to turning ambition into action. LEAD was defined as a strategic acronym (Lower Emissions, Enhance Wellbeing, Amplify Impact, and Deepen Governance) translating sustainability intent into clear pillars for action and accountability.
A supporting communications plan activated the framework through tailored messages, channels, and implementation ideas (initiatives and programs), uniting communications, events, and programmes under a single, credible sustainability vision.
