Resorts World Genting (Genting) has launched the YNot-Spark Your Creativity with Graffiti campaign to reach out to the youth.
The YNot campaign is the first of four pillars in Genting’s activation plan to appeal to the youths, created by OMD.
“Through our research, we found youngsters today do not consider Genting as a cool destination. We know self expression and engagement are important to them, hence this programme we’ve created,” said Andreas Vogiatzakis, chief executive officer, Omnicom Media Group.
The YNot campaign centres on calling everyone above 18 years old to submit one original full colour visual of concept and idea themed ‘Fun & Excitement’ via the official Resorts World Facebook page.
Based on the number of public votes and judges award, the winners will win cash prizes, hotel vouchers and holiday packages, and have their art showcased at various locations in Genting.
“We are providing an edgy event they can relate to, giving them the opportunity to co-create this event and demonstrate their interpretation of art,” said Chow Wei Heng, vice president of marketing, Genting.
As part of the marketing campaign, Genting has tied up with artist and competition consultant Philip Wong and local art colleges such as IACT, Aswara and Alfa to produce graffiti at eight selected bus stops around Petaling Jaya and Kuala Lumpur on 27 February.
“We will measure artwork creativity based on the expression of work, knowledge about art and graffiti skills,” said Wong, who is one of five judges for this competition.
The campaign, which will be publicised via print, blogger campaign and social media, is expected to garner 200 entries.
The creatives for this campaign is executed by Grey while OMD is the media agency.