Winning High

How the Sales and Marketing team of Resorts World Genting are stewarding the transformation of an iconic brand

For six decades, Resorts World Genting (RWG) has stood as a beacon of ambition, perched 6,000 feet above sea level. What began in 1965 as a daring dream by our founder, the late Tan Sri Lim Goh Tong, has blossomed into a world-class integrated resort that has defined the Malaysian holiday experience for generations.

The Diamond Jubilee celebration in 2025 was marked with awards for our Resort as well as our marketing efforts. Our world-class hospitality has been recognised on the global stage, most notably with Resorts World Genting being named “Malaysia’s Leading Resort” at the World Travel Awards 2025 for a record-breaking sixth time, Crockfords once again secured the Forbes Travel Guide 5-Star Award, and we were honoured to receive the Best ASEAN New Tourism Attraction award at the 34th ASEANTA Excellence Awards, proving that, even at 60, we are still leading the way in innovation.

This is by no means an accident. Starting in 2022, the Sales and Marketing team has undergone a digital revolution that has brought greater visibility to the branding efforts, and it has resulted in many firsts for us.

Firstly, we strengthened the foundations of our communications by doubling down on our social media presence, investing in advertising, and creating high-quality content by our in-house creators. Over time, our efforts have brought in new followers, and we’re proud to say we have one of the highest numbers of followers across Facebook, Instagram, X, TikTok, and Xiao Hong Shu for a resort.

We also doubled down on technology, revamping our website, app, and booking system to make it easier than ever for our customers. On the app, our developers have introduced features like digital keys, check-in, vouchers, and e-cash capabilities, with more to come.

These foundations have enabled us to push marketing campaigns that captured the hearts—and appetites—of a new generation. We saw the triumphant return of our CEO 2.0 (Chief Experience Officer) campaign, where kid influencers like the effervescent Eva Mei (@misspopsasa) took the helm. By letting children “verify” our resort through their own eyes, we’ve redefined the family “kid-cation,” earning prestigious accolades from the Appies, MARKies, and Dragons of Asia for our innovative use of social media and storytelling.

Our appeal to the global corporate and luxury traveller was further solidified at the Business Traveller Asia-Pacific Awards 2025. Being nominated and recognised among the “Best Independent Hotel Brands” is a testament to our ability to deliver bespoke, high-end experiences that meet the rigorous standards of the world’s most frequent travellers.

The meetings, incentives, conferences, and exhibitions (MICE) business has been one of the core pillars of our business, and receiving the Business Traveller award in 2025 has been a validation of our commitment to our business customers.

We also brought the drama to the dining table with our Burger & Lobster “Fusion Flavours Meet K-Drama Vibes” campaign. By blending the irresistible pull of K-culture with the indulgence of our world-famous lobster rolls, we turned a culinary revival into a cinematic event. Through digital-first storytelling and “crave culture,” we reminded the world why RWG is the ultimate destination where food, entertainment, and culture collide.

From the yearly tradition of Chinese New Year in the Sky that kicked off our celebrations to the inaugural Genting Culinary Classic and the sophomore return of Genting Sustainbiz, 2025 has been a year of bold experimentation with new IPs and redefining what it means to be a resort.

The year has only just begun, and we’ve already introduced another new character into our brand, Tian Ma, who ushers in the Year of the Horse with good fortune and blessings. It is the first time the brand has ventured into selling its own Chinese New Year plushies, and we’re confident that Tian Ma will soon become a crowd favourite.

A brand film and original song were also produced to introduce our lucky horse to Malaysians. The brand film is available now on YouTube. It was shot over 2 days and covers crowd-favourite locations like Chin Swee Caves Temple, Genting SkyWorlds Theme Park, Resorts World Awana, and many more.

As far as experiences go, we’ve introduced the Genting Guest Xperience Centre (GXC) at Crockfords, where the legacy of our founder, Tan Sri Lim Goh Tong, is preserved with the latest in immersive technology. The centre is divided into five zones that use projection mapping to bring the story of Genting Group to life fully.

The Genting Guest Xperience Centre is also our test bed for new partnerships in the resort. Featured prominently at the front of the GXC is a Partner Zone where we’re inviting like-minded businesses to come display their latest innovations. With our global reach of guests and an unforgettable location, we think partners will find a lot to love about our new Partner Zone.

January also brought with it our most significant innovation yet, the Immersive Studio at Genting SkyWorlds theme park. The attraction earned the title of the highest-altitude immersive attraction in the country from the Malaysia Book of Records and is currently playing our CNY-themed video featuring our own Tian Ma as he soars through different eras of Chinese art.

“We’ve assembled our most balanced team to date,” shares Spencer Lee, the EVP of Sales, Marketing, and Public Relations. “As we continue with our transformation, we are reliant on each other, and there are no divas or stars on the team. Innovation is hard, so we celebrate our successes, big and small, and also learn from our failures.

“Even as we push the use of technology, we must be mindful to humanise our approach as to succeed in marketing is to provide people with exceptional experiences and in business it is all about striking at the right time, right place, and with the right people.”

As we look ahead to Visit Malaysia 2026, we’re grateful for the support of the Ministry of Tourism, Arts and Culture and the Pahang State Government, who have always been allies as we’ve introduced more attractions to Pahang. The team is working on all fronts to deliver an unforgettable holiday experience for guests from around the world.