Case Study

Genting Malaysia

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About The Client

One of the largest companies in Malaysia with a market capitalisation of more than RM15 billion and assets valued at RM28 billion as of end 2020, Genting Malaysia owns and operates Resorts World Genting – Malaysia’s leading resort, which provides wide-ranging leisure and entertainment facilities, including gaming, theme park and amusement attractions, dining and retail outlets, and international shows and business convention facilities.
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Objective

While Resorts World Genting is Malaysia’s only legalised casino, Genting Malaysia wanted to enhance its reputation as being more than just a gaming destination. In particular, it wanted to showcase how the Resorts World brand is synonymous with the very best in high-end, luxury lifestyle both inside and outside Malaysia.

Why The IBR Asia Group

Genting Malaysia commissioned us to develop a branding and publicity platform that will help it achieve its objectives owing to our experience and reach to the high net-worth individuals that are its intended audience. In addition, our expertise in positioning companies in strategic branding campaigns was another factor in them approaching us.

What We Did and how we did it

Conceptualised a branding platform HIGH Life which showcased the very best in lifestyle, entertainment and fine dining that premium Genting members can enjoy in both Genting resorts and the cities/countries that they are located namely Malaysia, Singapore, Manila, the UK, New York and Bahamas as well as its cruise lines.
Panel Session: Creating New Value with Old Assets
Roundtable Discussion: Maximising Value and Yield of State-Owned Assets

Results

Through HIGH Life, Genting Malaysia was able to position the Resorts World brand away from being associated with gaming and to being associated with luxury lifestyle.

HIGH Life also helped enhance good will from Genting’s elite high net-worth members as it provided them with intellectually stimulating materials that encompassed literature, music, culture and arts

Helped expand reach to top Government, Corporate and Diplomatic decision-makers in Malaysia through coverage in International Business Review

Enhanced appreciation for Germany by showcasing its achievements and goodwill

Provided a platform for networking as the International Business Review ASEAN Awards was attended by prominent figures from corporations, Ministries, government agencies and embassies in Malaysia

Testimonial