SUBANG JAYA, Feb 10 (Bernama) -- Resorts World Genting (RWG) has incorporated student-developed marketing concepts into its Flavours of Genting brand through a collaboration with Taylor’s University, highlighting industry-academia cooperation in tourism branding and talent development.
The collaboration, a partnership with Taylor’s University’s School of Media and Communication, saw creative work from students move from academic projects to live deployment at the world-renowned resort.
RWG Executive Vice President of Sales, Marketing and Public Relations, Spencer Lee, said that the initiative represents a shift in how the industry views young talent.
He said that through the initiative, RWG takes actual student work and deploys it directly into the market.
“We saw an amazing takeout from the public, proving that the talent within these walls is ready for the industry,” he said in his remark during the launch ceremony here today.
The initiative, involving final-year Mass Communication students, also resulted in the creation of the “Cloudy Companions” mascots, Flavo and Flava, and limited-edition packaging for the resort’s signature pineapple and durian tarts.
The designs, developed by students Saffiya Sheriza, Adeline Yeo Wei Xuan, Ahmad Iliya Ahmad Zaharul Annuar, Jin Kehui, Yin Yuen and Zoey Yap Cyn Chi, are currently available for purchase at the resort.
The collaboration includes biweekly mentorship sessions and on-site familiarisation visits, allowing students to align their creative strategies with the resort’s operational ecosystem.
To recognise their contribution, a mock cheque was presented to the participating students.
The event was attended by Executive Dean of the Faculty of Social Sciences and Leisure Management, Prof Dr Neethiahnanthan Ari Ragavan and Head of the School of Media and Communication, alongside representatives from the Malaysian Advertisers Association (MAA), Prof Dr Adrian Lee.
-- BERNAMA
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