Resorts World Genting (RWG) has unveiled a new campaign featuring its new chief experience officers (CEO) which are an all-star ensemble cast of kid creators. The role of these CEOs is to promote and highlight Resorts World Genting as Malaysia’s premier integrated resort as well as a kid-friendly destination, verified by kids, for kids.
The rationale behind this idea, according to RWG, was that children are traditionally not involved in the decision-making process for holiday packages, which are instead approved of by and promoted by adults. This then results in holiday plans that don't reflect what a kid truly wants for their getaway, making their experiences secondary to their parents. This time around, RWG has decided to hire kids simply for their very important and influential opinions.
The creators include Eva of @MissPopSasa and StrongBoy of @BapaBros as well as siblings Ellen and Ehsan of @norreen143.
As part of the launch, one of the CEOs, Eva, launched her own LinkedIn profile to give insight into her role as a CEO in a cheeky bid to convince more parents to eat, play, shop and dine at RWG.
“We're very excited to introduce our stellar line-up of new chief experience officers, where each of them will verify and approve our incredible range of kid-friendly attractions spanning across our ‘Stay’, ‘Play’, ‘Shop’, and ‘Eat’ pillars from our various world-class hotels, to the award-winning Genting SkyWorlds Theme Park, retail and dining outlets,” a statement by RWG said.
Spencer Lee, senior VP of sales and marketing at Genting Malaysia added that the CEOs will experience and rate some of RWG’s attractions to ensure that they are suitable for kids of all ages and sizes. These attractions include kid-friendly activities in Resorts World Awana.
“These kid CEOs were handpicked specifically for their expertise in having fun and their whimsical imagination to verify that there is truly something for every kind of child," he added.
Moreover, a series of activities have also been lined up. These include a social photo contest to enlist more budding CEOs to join the ‘C-Suites.’
As for the kids visiting Resorts World Genting, they are encouraged to collect and participate in the CEO passport challenge, where they can collect stamps at different locations with instant gift redemptions. This includes a grand prize of a birthday celebration at Genting SkyWorlds Theme Park.
On the leadership front, Genting Malaysia recently promoted Kristine Lim to the position of VP of marketing earlier this year in July. Prior to her current role, Lim was the assistant VP of marketing from 2021 when she initially joined Genting Malaysia.
Gleaned from her LinkedIn, she has over 17 years of experience in the tourism and hospitality industry, with expertise in developing, managing and implementing marketing strategies as well as destination marketing.
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