Sunway City Kuala Lumpur has recently appointed social and content agency Kingdom Digital to manage social media duties for six months, with the possibility of an extension. This follows a pitch that saw four other agencies vying for the account earlier in January. Its social media duties were previously handled in-house and work commenced in May.
Kingdom Digital will handle the company’s Facebook and Instagram accounts while overseeing the social strategy and content development for the brand. Kingdom Digital is also tasked to drive greater awareness for Sunway City Kuala Lumpur as an all-inclusive unique travel and leisure destination with the perfect mix of facilities under its four pillars - eat, shop, play and stay.
In addition, the agency is responsible for building a stronger community online by strengthening affinity through relevant engagement and driving footfalls to the different business divisions across Sunway City Kuala Lumpur, after the Movement Control Order restrictions have been eased. This includes Sunway Pyramid, Sunway Lagoon, the newly refurbished Sunway Resort, as well as highlighting other attractions from medical tourism at Sunway Medical Centre, to promoting quality education at Sunway University.
Nik Tasha Nik Kamaruddin, Sunway Group brand marketing and communications senior GM said that despite being affected by the pandemic, the group also saw opportunities and seized them by embracing the digital transformation process. “We understand our customers’ media consumption and priorities have changed. As a business, it’s important for us to keep up with the new generation of customers and the constantly evolving world,” she added.
Ryan Ong, CEO of Kingdom Digital, expressed that the agency is honoured to partner with Sunway City Kuala Lumpur. According to Ong, it is one of the most established and reputable companies in Malaysia and plans to use a strategic approach supported by strong creative and content.
Yvonne Lee and Mior Anwar, strategic planners of Kingdom Digital, shared that it will move away from the tactical-driven content to a stronger emphasis on its appeal as an all-in-one retreat. By highlighting the various offerings around the township, it aims to create new memories for both local and foreign visitors.
Prior to the appointment by Sunway Group, Kingdom Digital is also working with Spritzer Malaysia. It has also worked with a number of cosmetic clients such as Korean beauty brand MAKEHEAL, SILKYGIRL The History of Whoo, Kopas Cosmetic and LANEIGE Malaysia. Other brands include tissue brand PASEO SG.
Meanwhile, Sunway Lagoon’s Sunway Group rolled out a Deepavali film last year titled "Light of Hope" to showcase its #SunwayforGood Food Bank programme which was to help Malaysians during challenging times. Separately, the brand reappointed VoxEureka in October 2020 for digital communications duties. Under the renewed scope, the agency was tasked to carry out data-driven strategic and reputational storytelling, comprising both creative and content development. The brand also launched a tourism campaign in July 2020 to boost domestic tourism.
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