When you think of Resorts World Genting, chances are, you would remember it fondly for just its cool highland weather, thrilling theme parks, majestic hotels and most of all, its unique gaming offerings. However there’s a preconceived notion that that’s all the resort has to offer and these offerings only cater to a few segments of the market. Resorts World Genting wanted to show that there was much more to be discovered and enjoyed among the clouds, 6000 feet above sea level.
The new ‘Welcome to My World’ campaign was created by The Shout Group’s boutique branding agency IGNITE – who won the account in a pitch back in 2022 – and is conceptualised to change the perception that Malaysians and tourist have developed towards Resorts World Genting over the years.
“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,” explained Spencer Lee, Senior Vice President of Sales and Marketing at Genting Malaysia. “Welcome to My World is a reflection of how we are constantly reinventing and improving ourselves to actively deliver joy to our guests, no matter who they are.”
The campaign is designed to showcase the broad array of the iconic highland resort’s offerings, putting lesser-known aspects like nature, spa and dining front and centre alongside the ones that the brand is already famous for, and giving them an equal share of the limelight.
“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. IGNITE’s ‘Welcome to My World’ campaign marks the return to our roots and the beginning of a marketing effort to seed a perception change that will outgrow the preconceived notions our target audience currently have towards our resort,” added Kristine Lee, Genting Malaysia’s Assistant Vice President of Marketing.
In the true spirit of inclusivity, the ‘Welcome to My World’ campaign officially launches with a star-studded music video featuring a diverse cast of talented Malaysian artists. The original song is co-written and performed by Malaysian singer-songwriter Zee Avi, alongside Jestinna Kuan, Nana Sheme, As’ad Motowh and Alyssa Dezek.
The stars of the launch film (L to R): As’ad Motawh, Nana Sheme, Zee Avi, Alyssa Dezek & Jestinna Kuan
“We want every demographic to be represented in our creative work for the campaign because that’s what Resorts World Genting stands for to us – a highland wonderland where anyone can freely craft a unique experience for themselves and enjoy their own world the way they want to,” said Jonathan Chan, IGNITE’s Associate Creative Director, expanding on the creative idea that drives the ‘Welcome to My World’ campaign. “Which is why every piece of work, from the launch music video to billboards to digital banners, is not just designed to capture the usual thrills of the attractions, but also to place greater emphasis on the individuals and the emotions they feel when they are experiencing their world.”
“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,” concluded Ong Shi-Ping, Co-owner and Chief Creative Officer of The Shout Group, the holding company that owns IGNITE, the branding agency and FCB SHOUT.
Title: Welcome To My World
Resorts World Genting
Senior Vice President: Spencer Lee
Assistant Vice President: Kristine Lim
Marketing Managers: Amanda Chan & Casey Chong
Social Media Manager: June Mah
The Shout Group / IGNITE
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
General Manager: Syahriza Badron
Head of Creative: Tjer
Associate Creative Directors: James Voon, Jonathan Chan
Senior Art Director: Safian Anuar, Lai Wai Hung
Malay writer: Sal Abdul Malik
Chinese writer: Felice Puah
Senior Brand Director: Diana Chua, Timothy Teh
Brand Director: Douglas Jansz
Brand Manager: Jane Leong
Senior Producer: Amin Taib
Production house: KDCo
Executive Producer: Fendi Harjoh
Film Director: Saifful Shah
Producer: Nor Syamimi
DOP: Aaron Wong
Production Manager: Wanie
Offline Editor: Daz
Online Artist: Moon Chong
Music Composition & Sound Design: Melakaboy / XENO Entertainment
Composer: Zee Avi, Jee & Melakaboy
Lyrics: Zee Avi, Adam Sang & Nana Sheme
Sound Engineer: Zikri Zakaria
Artists: Zee Avi, Jestinna Kuan, Nana Sheme, As’ad Motawh, Alyssa Dezek