Kuala Lumpur, Malaysia – Resorts World Genting has unveiled its latest roster ‘chief experience officers’ (CEO) but with a twist–all of them are an all-star ensemble of kid content creators, whose job is to promote and highlight Resorts World Genting as a premier integrated resort in Malaysia as well as a kid-friendly destination, verified by kids, for kids.

From touring the many rides and thrills at Genting SkyWorlds and exploring the nature treks of Resorts World Awana to rubbing shoulders with the Genting’s Highland Heroes, the new CEOs bring a refreshing approach to showcasing the many attractions within Resorts World Genting through the lens of a child.

As part of the launch, one of the CEOs, Eva, has launched her own LinkedIn profile to give an insight into her role as a chief experience officer in a cheeky bid to convince more parents to eat, play, shop and dine at Resorts World Genting.

Spencer Lee, senior vice president of sales and marketing at Genting Malaysia Berhad, said, “We’re very excited to introduce our stellar line-up of new Chief Experience Officers, where each of them will verify and approve our incredible range of kid-friendly attractions spanning across our Stay, Play, Shop, and Eat pillars from our various world class hotels, to the award-winning Genting SkyWorlds Theme Park, retail and dining outlets.”

He added, “They will experience and rate some of our attractions to ensure they’re suitable for kids of all ages and sizes such as our latest kid-friendly activities in Resorts World Awana, where they will embark on family fun activities such as Stingless Bee Honey Harvesting, Safe Archery, Arts & Craft Workshop, Baking and Nature Trails.”

Additionally, a series of activities are lined up – including a social photo contest to enlist more budding CEOs to join the current C-suites. Moreover, as for the kids visiting Resorts World Genting, they are encouraged to collect and participate in the CEO passport challenge, where they can collect as many stamps at different locations with instant gifts redemption.

Malaysia – As Resorts World Genting is well-known for its cool highland weather, thrilling theme parks, majestic hotels, and unique gaming offerings, the hotel aims to prove that it is more than what meets the eye. Its latest ‘Welcome to My World’ campaign directs the spotlight to its lesser-known features such as its nature, spa and dining front and centre. 

The campaign was developed together with The Shout Group’s boutique branding agency IGNITE, and was conceptualized to change the idea that Resorts World Genting only have few hotel offerings for Malaysians and other tourists.

Ong Shi-Ping, co-owner and chief creative officer of The Shout Group said, “The most powerful ideas are often encapsulated by the simplest expression. Our campaign is simply echoing what’s already on the tip of everyone’s tongue, and using that simple truth to reset their perception to see for themselves that Resorts World Genting is truly a place where they can proudly say, Welcome to My World. It’s brilliantly simple.”

The campaign comes with a star-studded music video where catchy lyrics encourage tourists to experience the hotel’s must-try offers. The music video also highlighted inclusivity, which is a major part of Resorts World Genting’s vision.

“Inclusivity has always been a major part of the Resorts World Genting vision. In fact, it’s the very foundation of everything we do here and it’s what makes us such a unique resort destination in the first place,.” added Kristine Lee, Genting Malaysia’s assistant vice president of marketing.

Spencer Lee, senior vice president of sales and marketing at Genting Malaysia, added, “As Malaysia’s premier integrated resort destination, Resorts World Genting is truly for everyone. If you look at all the diverse out-of-this-world experiences we have brought to the resort throughout the decades, you will find the perfect testament to our dedication in making this place a holiday destination for all.”

Launched on 5 January, works from the campaign can be seen across all of Resorts World Genting’s media channels, including ATL, BTL, digital and social media.

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.”