Kuala Lumpur, Malaysia – Malaysia’s integrated resort Resorts World Genting has awarded its media services to Dentsu Malaysia, effective April 2021. The win came after a competitive pitch where Dentsu participated as an integrated service solutions team, having recently completed a restructure that brings all of the former Dentsu Aegis Network brands under one umbrella.
The appointment aims to strengthen Resorts World Genting’s entire media portfolio to reposition itself to capture growth in the travel sector. Dentsu Malaysia will be responsible for leading the resort’s media strategy, planning and buying, and customer experience management, as well as performance marketing, and e-commerce.
In addition, the partnership will see the agency developing and driving the marketing strategy for the resort, and also the launch of Genting SkyWorlds, the most anticipated theme park in the Southeast Asia region.
“We are excited about launching Genting SkyWorlds to our customers and also enhance the overall experience of visiting Resorts World Genting. In times as unpredictable as these, we wanted an agency partner that would be strategic, consultative, data-driven, and as passionate as us to deliver the customer delight,” said Dr. Nicco Tan, the vice president of marketing at Resorts World Genting.
Meanwhile, Dheeraj Raina, the CEO of Dentsu Media Malaysia, commented, “We are deeply honored to win this business. The brief was to go beyond media agency services and create an agile but compelling marketing strategy. The travel and tourism industry needs a rapid recovery, and we are committed through this partnership to enhance the consumer experience with the use of data, technology, and human storytelling.”