2. OBJECTIVE
• Appeal to the younger generation for them
to visit Genting
• Bring a new experience to the patrons of
Genting Highland

3. The Experience
• Had a great time with the company of
friends.
• Great sight-seeing in the Strawberry and
Lavender farms.
• Great food.
• Bumper-car with friends.

4. TARGET AUDIENCE

5. TARGET AUDIENCE
• Young Adults & Teenagers (Generation
Y’ers)
• Age of 17 – 30
• They are adventurous and have the
spending power to travel, enjoy life
• Like and to be seen
• Love to be exclusive

6. OUR FINDINGS
• In order to acquire a precise and accurate
findings we organized a focus group to
find insights

7. Interviews
• We interviewed different people of various
interests and habits.
• Age group: 18 - 27

8. Frequency
Age Number of respondents
18 2
19 7
20 4
21 1
22 1
27 1
Total of respondents: 16

9. Questionnaire
1. What are your social activities?
2. What is your ideal weekend plan?
3. If you are going for a city break, once a year,
where is your ideal place?
4. What social media apps you use?
5. How long is consider as “long journey” for you?
6. Do you update yourself with latest application or
social media?
7. What is your definition of current cool trend?
8. What first comes into your mind when think about
Genting’s entertainment?

10. Why we asked this way?
• The questions that we have asked are to
know more about what do the young
people always do.
• To know whether they are up to date with
current trends or not.
• Get some insights about the reasons they
go up to Genting and what do they think
about Genting.

11. OVERALL
• They are people from a few categories:
– Enjoy a more peaceful and serene lifestyle
– People who love to enjoy a good conversation
in a quite and relax environment
– Fast pace and exciting lifestyle

12. DRINKING
CULTURE

13. Drinking culture
• From the questionnaire, many
interviewees mentioned that a particular
element of entertainment was not found in
Genting.
– Drinking
• Emerging as major sub-culture group
• Opportunity to expand new segment of
target audience

14. INSIGHTS ABOUT OUR
TARGET AUDIENCE

18. INSIGHTS ABOUT GENTING
FROM OUR TARGET
AUDIENCE

22. IDEA
• Build a place where there is a little bit of
everything for everyone
• A place that can cater to various people
with different preferences
1

23. IDEA
• Moulin Rouge Hotel.
• Project Pandora Bars and Clubs.
• Opus Cafés and Restaurants.
1

26. Opus
• Music
• Art
• Culture

27. Opus
• Ideally top of the hill. (Provides view down the
hill)
• Outdoors High street architecture
• Franchise café and restaurants
– The Bees
– Chilies
– Garden
– Tarbush
– Starbucks
– And other more

29. Opus
• Provides chilling music as an
entertainment for patrons while they dine
and have a drink.
• There will be musical performances in
certain cafes / restaurants:
– The Bee (Acoustics)
– Garden Lifestore Café (Piano instrumental)
– Mexican cuisine (Mariachi)
-etc (serenade, classical instruments)

30. • The place to be seen
• Exclusivity
• Sense of belonging
• Place to chill

34. Project Pandora
• A junction at the middle of the street of
Opus
• Indoor with LED Ceiling
• Depicting ancient Greek Mythology
– Medusa (Club)
– Zeus
– Cyclops (Club)
– Hera
– Aphrodite (Hipster)
– Spartan (Fight Club)

35. Project Pandora
• Bars with various of music genres
• 2 Mega Dance Clubs
• Greek Mythology Themed Strip
• LED Ceiling
• Clarke Quay of Genting
• Fight Club

37. Moulin Rouge

38. Hotel Problem
• After enquiring at all the hotels in Genting,
all rooms were fully booked.
• Enquired Theme Park Hotel and the
earliest available date would be in January
2013.

40. MARKETING COMMUNICATION
• Facebook page for Project Pandora and
Opus.
• A specially designed website for Project
Pandora
– Introduction of Project Pandora
– Getting to know more about the clubs and bars
*the point of setting the Facebook page is for
informing on promotions for restaurants, bars, and
clubs in Project Pandora and Opus

46. MARKETING COMMUNICATION
• 4 square apps
– Receive promotion upon check – in
– At least 3 time check – ins in 3 months
• 50% off for outdoor extreme park
• Bar – 1 pint of beer
• Twice a month – 1 glass of liquor

47. MARKETING COMMUNICATION
• Mobile app (Scanning)
– Mechanism: Scan your friends’ phones with
the same app to earn points.
– Points can be redeemed at Pandora and
Opus for various benefits.
– First scan 1 point, second scan 2 points……
after the 10th scans will be reset again.

48. MARKETING COMMUNICATION
• Privilege Thumb
– Access through finger prints
– Prepaid paying system

49. Suggestions of place

52. Recap