Content Champions: Resorts World Genting (Malaysia)

Located 6,000 feet above sea level, Resorts World Genting is Malaysia’s premier integrated resort destination. Surrounded by a 130-million-year-old rainforest, the resort features world-class hotels, shopping malls, dining outlets and iconic theme parks, attracting more than 20 million visitors annually. Beyond hospitality and entertainment, Resorts World Genting is committed to sustainability, with initiatives aimed at reducing environmental impact while supporting the surrounding communities.

Content Champions is a segment during A+M's Content360 conference in Malaysia in which we highlight brands who have made significant impact in the content marketing space through their campaigns. This campaign was shortlisted for Marketing Excellence Awards 2025 and chosen for coverage by the editorial team at A+M. 

Brand: Resorts World Genting

Campaign: RWG CEO 2.0: Eva’s Back, And She Means Business

Challenge 

For years, Resorts World Genting (RWG) faced a persistent perception problem. Despite significant investments under the Genting Integrated Tourism Plan (GITP), many Malaysians still viewed the destination primarily as a casino rather than a family-friendly holiday resort. Launched in 2013, the 10-year redevelopment plan transformed RWG with new attractions such as Genting SkyWorlds, upgraded resorts including Awana, and expanded retail and dining offerings.

However, a gap remained between what the resort had become and how consumers perceived it. Parents were still not actively considering RWG as a holiday destination.

In 2023, RWG took its first step in addressing this challenge with its “chief experience officer (CEO)” campaign, which featured four children reviewing the resort’s attractions. The initiative helped reposition RWG as a family-first destination and delivered a two-point uplift in perception among audiences.

Yet post-campaign analysis revealed another obstacle where most of the bookings were coming through online travel agents. While these platforms drove traffic, they presented RWG’s hotels, theme parks and dining experiences separately - preventing the resort from showcasing its full offering.

As a result, travellers booked accommodation without discovering the theme park, or purchased attraction tickets while staying at non-RWG properties. The resort’s intended experience, built around its “Stay, Play and Eat” proposition, was being fragmented.

The challenge therefore shifted from simply raising awareness to reclaiming control of the brand narrative. RWG needed a way to communicate its complete experience and encourage families to book bundled packages directly where they were already planning their trips.

Strategy 

Resorts World Genting’s strategy was built on a simple insight: children often play a bigger role in family decision-making than brands realise. In fact, they frequently shape where families go and what they do.

This insight had already proven effective during the resort’s earlier "CEO" campaign which featured children reviewing RWG attractions. The concept resonated because it felt both entertaining and credible, giving families a fresh perspective on the destination.

The brand then decided to come up with the "RWG CEO package", a bundled offering that packaged the resort’s key experiences into a single bookable story. Led by returning “kid CEO” Eva, the campaign used creator-driven storytelling to highlight RWG’s attractions through the eyes of a child, making the content more relatable for families planning holidays.

Short-form videos on platforms such as TikTok and Meta introduced the destination and sparked discovery, while longer-form YouTube reviews offered deeper validation during the consideration phase. At the point of booking, RWG worked closely with Klook to design product pages that clearly communicated the bundled experience and simplified the path to purchase.

By combining creator-led content with strategic platform integration, Resorts World Genting positioned the CEO campaign as both a storytelling platform and a practical booking solution for families looking to plan their next getaway.

Execution

The campaign rolled out across three key phases aligned with the family travel journey: discovery, consideration, and purchase.

Discovery: Eva, the returning kid CEO, served as the campaign’s creative anchor. A full-length launch film introduced the package, positioning Eva as a miniature executive in a kid-run boardroom.

The film ran across Meta, TikTok and YouTube, setting the tone that this holiday, kids were in charge. Bite-sized short videos followed, showing Eva reviewing attractions and conducting “market research” with guests, making the content snackable, shareable, and highly relatable.

To disrupt expectations, the campaign included a mock “hiring” ad and video interview with JobStreet’s MD, placing RWG in an unexpected context. It also extended into classrooms through a colouring contest in partnership with SK Sri Layang, inviting students to envision their dream Genting holiday.

Consideration: Long-form YouTube videos featured unscripted reviews from the kid CEOs, offering parents a detailed, peer-led view of RWG’s “Stay, Play, Eat” promise and reinforcing the resort’s family-friendly positioning.

Purchase: The campaign was embedded directly into Klook, where the majority of family bookings occurred. A dedicated landing page, push notifications and campaign presence across Klook’s social platforms presented the bundled CEO Package as a single, unified experience, simplifying discovery and maximising conversion.

Check out the other winners here.