"Unnamed Theme Park"

20th Century Fox, Resorts World Genting

The Ask

How does a premium resorts and entertainment conglomerate launch a film inspired theme park in the heart of the Malaysian Highlands?

The Process

We (literally) explored Malaysian tourism and entertainment culture–distilling first-hand experience, primary data and research into insights to craft a positioning and DNA for the park and resort.

The Strategy

We aligned the values of 20th Century Fox IP/characters with the many nuances of Resorts World Genting's diverse consumer base. Our strategy teased an experience that blends the thrills of 20th Century Fox’s iconic stories with the premium leisure escape of Resorts World Genting, 6,000 feet above sea level.

What we did

brand & swot audits

 questionnaire development 

 primary data analysis  category audits 

 competitive analysis  

culture & trend audits

 audience segmentation 

consumer journeys

 strategic workshops 

 on-site interviews 

digital communications plan

 creative campaign development 

 brand strategy  positioning 

 brand dna & personality development 

creative concept building

Partnered with consultants developing unique questionnaires and sample responses to understand our target's brand perceptions, buyings habits and motivations.

Led & collaborated in multiple on-site, strategic workshops with studio and resort executives, marketing teams and stakeholders to align branding, and strategic and creative directions.

Led & developed analysis to distinguish and coordinate the USPs, values and mission of the studio and resort in order to craft a unified message and strategy.

Investigated & analyzed the trends and nuances of Malaysians and their tourism & leisure culture–exploring the expanding ways they engage with and share entertainment.

Distilled & crafted primary data, secondary research, and audience analysis into actionable opportunities, strategies, and creative recommendations to help bring 20th Century Fox World to life.