Auto Added by WPeMatico
From blind box draws to live concerts, RWG reimagines engagement for the next generation of visitors
by SUFEA SALEHUDDIN
RESORTS World Genting (RWG) concluded its month-long Diamond Jubilee Madness campaign with a large-scale prize draw on May 30, distributing over RM300,000 worth of rewards in celebration of the resort’s 60th anniversary.
The event, held at Kimhua Atrium in SkyAvenue, attracted thousands of Genting Rewards Card (GRC) members who participated in a 12-hour blind box draw offering more than 6,000 prizes.
Major giveaways included five RM10,000 cash prizes, a year’s supply of Petron fuel for six winners, theme park bundles, shopping vouchers and exclusive merchandise. Additional rewards featured dining credits, branded collectibles and lifestyle products.
Open exclusively to GRC members, the campaign was designed to enhance loyalty engagement.
New members who signed up in May were automatically granted one free “Chance Play” entry via the RWG app, while existing members earned entries by spending at least RM200 at participating outlets.
Each participant could collect up to three entries in total, including a final redemption on the event day.
RWG executive VP of sales, marketing and public relations Spencer Lee said the campaign aligned with the group’s wider strategy of modernising guest experiences while strengthening customer relationships.
RWG’s app-based rewards system lets members access perks, track spending and join promotions in real time
“Diamond Jubilee Madness is just the beginning of how we are rewarding our loyal guests,” he said.
The event also doubled as a promotional platform for RWG’s upgraded digital rewards system, which now operates on a mobile-based, cardless interface.
Through the QR-enabled platform, members can access benefits, track spending and participate in promotions directly from their devices — eliminating the need for physical cards or printed vouchers.
This is one of several efforts RWG rolled out since January to commemorate its 60th year.
“It reflects our ongoing focus on meaningful, rewarding guest experiences that continue to define RWG,”
Lee added.
Members can now access their privileges in real time — from viewing point balances and rewards history to redeeming offers and participating in ongoing campaigns — all with just a few taps on their smartphones.
RWG views the mobile-first rewards platform not just as a digital upgrade, but as a strategic rethinking of how it connects with its diverse customer base.
By streamlining access and reducing friction, the group aims to deliver seamless and responsive experiences tailored to individual guest needs.
GRC members gather for the Diamond Jubilee Madness prize draw at SkyAvenue (pic: MUHD AMIN NAHARUL/TMR)
With the platform linked across multiple resort touchpoints — including dining outlets, retail stores and entertainment venues — members are now empowered to unlock exclusive perks more easily than ever before.
More importantly, the digital interface also enables RWG to gather deeper insights into customer preferences and behaviour patterns.
By analysing data such as spending habits, visit frequency and activity choices, RWG can craft more targetted, timely offers — ensuring each guest feels recognised and valued.
In an era where personalisation and instant access are standard expectations, this strategic shift enhances RWG’s ability to remain competitive and relevant in the leisure and hospitality sector.
Recognising that digital adoption may be a challenge for certain guest demographics — particularly older or long-time members less familiar with app-based systems — RWG has taken proactive steps to support all users during the transition.
Throughout the campaign, trained on-ground staff were stationed at key locations to assist members in navigating the app, scanning QR codes and accessing their accounts.
RWG gives May sign-ups a free app entry to the Diamond Jubilee prize draw (pic: MUHD AMIN NAHARUL/TMR)
“We understand that some of our long-time members may take time to get used to new digital platforms. That is why we have dedicated staff on-site who are available to assist and guide them through the transition,” Lee said.
User feedback during the event was largely positive, with many praising the mobile platform’s ease of use and the helpfulness of RWG’s support personnel.
The system’s intuitive layout, quick loading times and real-time updates were particularly well received, especially by those who previously relied on physical rewards cards.
This emphasis on accessibility is central to RWG’s broader philosophy of inclusive innovation. Every upgrade — whether in technology, service or design — is rolled out with the intention of improving the overall guest journey without alienating existing users.
The goal is to modernise without leaving anyone behind, creating a more unified and satisfying experience for all.
The Diamond Jubilee Madness campaign therefore marks more than just a celebration of 60 years — it also signifies RWG’s commitment to evolving alongside its guests.
The launch of the digital rewards platform is not only about convenience, but about reimagining how guests engage with the resort in a way that feels intuitive, rewarding and future-forward.
At the same time, RWG’s shift toward digital innovation has yielded tangible business outcomes.
RWG head of tenancy management CC Yeap, at the prize draw station during the Diamond Jubilee Madness event
According to Genting Bhd, the excitement generated by the campaign directly contributed to increased customer engagement, stronger outlet traffic and a notable spike in Genting Rewards membership sign-ups throughout the month of May.
“We noticed increased activity at various outlets during that period. It was rewarding to see how the excitement from the event helped deepen connections with our members and brought more energy to the resort,” Lee noted.
The impact was felt across the property, from flagship retail stores to food and beverage outlets and entertainment venues. Many of these tenants had faced prolonged challenges due to pandemic-era travel restrictions and subdued consumer sentiment.
The influx of visitors generated by the campaign helped re-energise business operations and contributed to broader tourism recovery efforts in the Genting Highlands, Pahang region.
“Hosting a vibrant and large-scale event like Diamond Jubilee Madness creates opportunities for local businesses within the resort to thrive again,” Lee added.
The Genting World Lion Dance Championship returns on July 2025, marking its 15th edition at Arena of Stars
The campaign also highlighted the value of emotional engagement in today’s experience-driven marketplace.
While the prizes and promotions were a major draw, RWG believes that what truly resonated with guests was the sense of celebration and connection.
Events like this are designed not just to reward spending, but to cultivate memories and foster long-term loyalty.
Lee shared that the campaign is an important part of how RWG shows appreciation to its loyal guests and strengthens relationships with them.
“By combining excitement with meaningful rewards, we are able to boost customer loyalty, increase foot traffic and encourage more interaction with our digital platforms,” he added.
RWG’s loyalty strategy is built on the idea that meaningful engagement must go beyond transactional rewards.
In place of one-off promotions or simple point redemptions, the group is now pursuing a holistic approach to loyalty — one that integrates technology, events and emotional resonance to build lasting guest relationships.
“These moments help create strong emotional connections and lasting memories with our brand. We are looking at ways to include more frequent and meaningful activations like this in our loyalty strategy, making every visit feel special,” Lee said.
By leveraging both the digital and physical elements of the guest journey, RWG is creating a multi-layered loyalty ecosystem — one that rewards not just spending, but participation, presence and brand affinity.
More Jubilee Events Ahead
The prize draw, while a centrepiece of the Diamond Jubilee celebrations, is only one part of RWG’s year-long commemorative programme marking its 60th anniversary.
A diverse line-up of events has been carefully curated to reflect the resort’s evolution as a multifaceted destination — spanning gastronomy, culture and world-class entertainment.
Kicking off in June, the Genting Culinary Classic 2025 will bring together acclaimed chefs from Malaysia and abroad at the Genting International Showroom.
Visitors can expect a series of interactive demonstrations, culinary showcases and masterclasses, celebrating both traditional and modern culinary artistry. The event is also aimed at cementing RWG’s growing presence in the regional gastronomy scene.
“This is not just about fine dining, it is about creating immersive experiences that allow guests to engage with the stories, techniques and inspirations behind each dish,” Lee said.
In July, attention turns to the performing arts with the return of the Genting World Lion Dance Championship — now in its 15th edition.
Hosted at the Arena of Stars, the championship will feature elite lion dance troupes from across the globe, including China, Taiwan, Singapore and beyond.
Known for its fusion of tradition and acrobatics, the event has long been a cultural cornerstone for RWG, drawing thousands of spectators and reaffirming the resort’s role as a platform for preserving and elevating heritage arts.
“It is one of our most celebrated traditions.
Every year, we see a tremendous outpouring of support from local and international fans. The lion dance is more than a performance — it is a symbol of courage, strength and good fortune,” Lee said.
On Aug 16, RWG will host Grammy Award-winning singer-songwriter Richard Marx, whose concert at the Arena of Stars is expected to be a major draw.
Known for chart-topping hits such as Right Here Waiting and Now and Forever, he will bring his signature emotional ballads and timeless stage presence to Genting Highlands for a one-night-only performance.
“Bringing in Richard Marx is part of our commitment to offering top-tier international acts as part of the jubilee celebration.
“It adds a touch of global flair while giving our guests something truly memorable,” Lee explained.
Richard Marx to perform at RWG on August 16 as part of the Diamond Jubilee celebrations
These headline events are only a sampling of the broader calendar of activities that RWG plans to roll out over the coming months.
From art installations and family-centric festivals to lifestyle partnerships and digital campaigns, the year-long programme is built to appeal to a broad spectrum of interests and demographics.
“We have designed the Diamond Jubilee to be inclusive and engaging for everyone — whether you are here for a family getaway, a gourmet adventure, or simply to unwind,” Lee said.
He added that RWG will continue to reveal new programmes throughout the year, many of which will be announced through the resort’s digital channels and Genting Rewards app.
These will include flash campaigns, exclusive member offers and themed weekends built around food, wellness, shopping and live entertainment.
“This is about more than just marking 60 years. It is about charting a new course for the next era of RWG — where digital innovation, cultural depth and guest-centricity come together,” Lee noted.
By balancing nostalgia with novelty and tradition with transformation, RWG’s jubilee calendar positions the resort not just as a place to stay — but as a destination to return to, again and again.
“Every event is designed with our guests in mind because after 60 years, what matters most is the bond we have built with them — and the memories we continue to create together,” he added.
Expanding the Loyalty Experience
Buoyed by the overwhelming response to the Diamond Jubilee Madness campaign, RWG is looking to replicate its success across other Genting-owned properties — both within Malaysia and internationally.
The initiative’s ability to drive engagement, increase footfall and foster stronger connections with guests has opened the door to a broader strategy of scaling loyalty-driven experiences throughout the Genting Group network.
According to Lee, the campaign has proven that well-designed rewards programmes, paired with immersive on-ground activations, can resonate deeply with diverse audiences.
“Every Genting property has its own personality and guest demographic. But the excitement and emotional engagement we saw during Diamond Jubilee Madness suggest that this format can be adapted to suit local contexts, while preserving the same essence of rewarding loyal guests,” he said.
One of the 5 winners walking away with RM10,000 during RWG’s Diamond Jubilee Madness prize draw
The potential expansion could include resorts such as Resorts World Kijal and Resorts World Langkawi in Malaysia, as well as international destinations under the Genting brand like Resorts World New York City and Resorts World Las Vegas.
Each property may tailor the campaign to reflect its regional identity, local culture and target clientele — but the underlying objective would remain consistent: To cultivate deeper guest relationships through memorable and rewarding touchpoints.
For RWG, the Diamond Jubilee Madness event was more than just a standalone celebration. It served as a blueprint for future engagement strategies — combining festive atmosphere, experiential marketing and a data-driven approach to loyalty.
Lee said the broader goal is to evolve how Genting interacts with its guests in the long run, blending digital tools with personalised service in ways that reflect the shifting expectations of today’s travellers.
“As we move forward, our focus remains on delivering more elevated experiences — not only through technology, but also through human connection. It is the harmony between both that defines our hospitality philosophy,” he said
He also emphasised that initiatives like Diamond Jubilee Madness are effective not only in rewarding existing customers but in attracting new ones, especially younger audiences who are drawn to digital-first convenience and experiential perks.
“In an age of choice and convenience, we recognise that it is not just about being the biggest or most luxurious, but the most meaningful,” Lee noted.
Genting Group’s long-term loyalty strategy now aims to leverage data, platforms and partnerships to design campaigns that are timely, relevant and impactful across all its locations.
Looking ahead, the group sees these loyalty-driven activations as a vital pillar in its global branding strategy — one that connects various Genting properties through a unified commitment to guest appreciation. “As we enter the next chapter of our journey, the lesson from the past 60 years is clear: Our guests are at the centre of everything we do.
“That legacy of trust and connection is what we will continue to build on, wherever we are in the world,” Lee said.
- This article first appeared in The Malaysian Reserve weekly print edition
The post Resorts World Genting holds nothing back with year-long diamond jubilee celebration appeared first on The Malaysian Reserve.
