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The strategies used for generating awareness of a company and promoting its unique services and program are promotion.

2.3 Promotion - application to tourism operation

In the context of entertainment, promotion is also all about the communicating of what makes a given experience unique, one-of-a-kind and so tied to every other area of the product mix that it cannot be easily duplicated (Klebanow, 2009). This is certainly the case with Disneyland Tokyo vs. Singapore Sentosa for example. Promotion centers on setting expectations and then devising strategies for their fulfillment. The use of PR programs online has become increasingly pervasive. Social networks are revolutionizing public relations as a result (Bernoff, Li, 2008). They are also re-defining how casinos actively market themselves and create unique entertainment programs for patrons (Becker, 2003). Finally, PR has actively been used for creating effective programs for promoting both nations and top-level casinos as the same time (Becker, 2003). All of these factors taken together however are leading to an increasingly reliance on online marketing campaign tools and strategies to capture new customers (Bernoff, Li, 2008). Using the concepts of Web 2.0 technologies, marketers at the Singapore Sentosa will also be able to create more of an ongoing dialogue with potential customers globally, thereby increasing the accuracy and precision