Genting Resort and Casino | Pitch Winning Campaign Proposal

Creative direction, copy, digital strategy

This campaign ran in very much the same format its was proposed, albeit without some of the more exotic elements detailed below.

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YouTube “Journey”

We proposed a series of experiential videos in line with “BE not DO”. Each would represent a jumping off point to any of the others, expressing the idea that there is always something more that to do, see and experience.

Interactive banners

Users interacted with rich-media banners to put themselves inside the experience – to Be the experience.

Mini-site madness – digital disruption program

We developed a small program to interrupt people where and when they were searching for info about a getaway.

The proposal called for many small sites to be created, each expressing a singular aspect of our “BE not DO” concept;  the sites would be interlinked, creating a sort of “link farm” that would push the content up in search.

To ensure success we would aggressively purchased search terms and keywords around destination/holiday related searches.

We didn’t;t get to implement this aspect of the campaign, but I believe it would have been a novel approach.