One of Malaysia’s leading companies, Genting Malaysia wanted to revitalise their image and shift from being seen as a casino operator to being regarded as an entertainment, lifestyle and hospitality hub. By doing so, it hoped to enhance their brand value in international markets, increase footfall into the resorts they operate by positioning them as high-end, family-friendly destinations.
The IBR Asia Group held a series of meetings with the Genting Malaysia marketing team to better understand their needs, wants, current situation and future plans. Based on the discussions, we realised that what Genting needed was a sustained means to showcase what their resorts offer in terms of entertainment, dining, shopping and other lifestyle activities. As such we conceptualised a branding platform in the form of a dedicated publication, HIGH Life, which is couriered to all their top members and to the various resorts and cruise ships Genting operates.
By having their own media in the form of HIGH Life, Genting has been able to better reach out to their members and enhance the standing of the Resorts World brand. More than 10 years from when we first started working with Genting Malaysia, we are still producing HIGH Life which has become an integral part of their marketing efforts and have indirectly contributed to a steady increase in non-gaming revenue.