Case Studies – Genting Theme Park
The Brand Then
Genting Theme Park was just another component in Genting City of Entertainment’s stable of business units, and was never promoted as an entity in itself.
Our Brand Insight
Consumers had no connection with the Theme Park because it had no identity of its own. The advertising was generic and inapproachable, focusing on promotions and physical offerings.
We proposed that Genting Theme Park be made synonymous with fun, and created a new brand logo to reflect its vibrancy and energy. We developed a unique personality for the brand to stand on its own apart from its principal brand, and rolled out campaigns portraying the emotional experience of the Theme Park, rather than just its physical offerings.
The Brand Now
Today, Genting Theme Park owns the proposition of “Fun” and is the country’s premier theme park. More importantly, Genting Theme Park is now an independent business entity with an established personality, look and feel.