Resorts World Genting hands dentsu Malaysia media duties

Resorts World Genting has appointed dentsu Malaysia to manage media and marketing until the end of 2022 following a multiagency pitch held in the first quarter of the year. The agency will be responsible for developing and driving the marketing strategy for Resorts World Genting and also the launch of Genting SkyWorlds. It will also be delivering across omnichannel media strategy, planning and buying, customer experience management, performance marketing, and eCommerce.

The move aims to strengthen Resorts World Genting’s entire media portfolio to reposition itself to capture growth in the travel sector.

Nicco Tan, VP, marketing, said it is excited about launching the Genting SkyWorlds to its 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," he added.

Meanwhile, CEO of dentsu media Malaysia, Dheeraj Raina, said 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," he added.

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