"Unnamed Theme Park"
20th Century Fox, Resorts World Genting
How does a premium resorts and entertainment conglomerate launch a film inspired theme park in the heart of the Malaysian Highlands?
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.
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
primary data analysis category audits
culture & trend audits
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.