Dentsu Malaysia has won the media and marketing agency services pitch for Resorts World Genting effective April 2021.
Dentsu will be responsible for developing and driving the marketing strategy for Resorts World Genting and also the launch of Genting SkyWorlds, the most anticipated theme park in Southeast Asia.
The move aims to strengthen Resorts World Genting’s entire media portfolio to reposition itself to capture growth in the travel sector. As a partner, dentsu will be delivering across omnichannel media strategy, planning and buying, customer experience management, performance marketing, and e-commerce.
Dentsu participated in the pitch as an integrated service solutions team, having recently completed a restructure that brings all of the former Dentsu Aegis Network brands under one umbrella.
Dheeraj Raina, CEO Dentsu Media Malaysia, said: “We are deeply honoured to win this business. The brief was to go beyond media agency services and create an agile but compelling marketing strategy. 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”
Nicco Tan, Vice President, Marketing of Resorts World Genting, said: “We are excited about launching the 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.”