06 January 2009

Resorts World Sentosa plans "aggressive marketing campaign"

“Casting its net far” and aggressively promoting the resort to Malaysia, China, India, Indonesia and Thailand, the campaign planned by Resorts World at Sentosa Pte Ltd. has a budget that is a “sizeable amount running into the millions”. There's no mention of this, though on the Resorts World Sentosa website.

Meanwhile the Facebook group "I will boycott Resorts World Sentosa and its Marine Life Park" started about a week ago has nearly 900 members.

Resorts World at Sentosa to open in 2010
Eileen Hee, The Star 6 Jan 09;
PETALING JAYA: Genting International plc’s unit Resorts World at Sentosa Pte Ltd will embark on an aggressive marketing campaign to build awareness about its integrated resort in Sentosa Island slated to open in 2010.

Assistant vice-president Robin Goh said the company would be “casting its net far” and aggressively promoting the resort to Malaysia, China, India, Indonesia and Thailand.

“It will be robust as we have one year to the opening of our doors,” he told StarBiz.

While he did not elaborate on the amount allocated for the awareness campaign, he said it would be a “sizeable amount running into the millions.”

He said the advertising blueprint was still being reviewed.

“We will be heavy on advertising, be it basic or supporting media. We will organise roadshows and take part in trade shows organised by ourselves or parent company Genting.

“Of course by the second half of 2009, we will reveal our hotel and ride rates,” he said.

Goh said the company was forging ahead with confidence despite the lacklustre economy. “We need good reason for people to come to this part of the world,” he said.

The 49ha mega resort is on track to welcoming 15 million visitors in its first year of operations. The S$6bil Resorts World at Sentosa, developed by Genting International, will boast the first and only Universal Studios theme park in South-East Asia, Marine Life Park, Maritime Xperiential Museum and six world-class hotels.

Goh said the first four hotels to open would be Hotel Michael, Maxims Tower, The Hard Rock Hotel and Festive Hotel.

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