MANILA, PHILIPPINES — Goodbye “Resorts World Manila,” hello “Newport World Resorts.” That was, in essence, the brand challenge given to creative agency NJYN by the marketing team of integrated resort and casino Resorts World Manila upon being invited to pitch for this exciting new chapter in its ever-evolving story.
“We had to be able to relaunch a vibrant and exciting new spirit without turning our back on all the good things we know we had going for us,” shared Randy Tiempo, assistant director & head of creatives of RWM. “After three rounds of pitching, NJYN and their proposal stood head and shoulders above the others in terms of delivering exactly that.”
“They demonstrated a love for the brand, an appreciation of the business, and weren’t shy about immersing themselves totally to experience all we had to offer,” added Kingson Sian, Resorts World Manila President and CEO on what fueled their choice. “And of course, the work was spot on.”
The Newport World Resorts campaign taps into people’s latent desire to have a good time. It urges viewers to cut loose and give themselves permission to finally and totally have fun. After all, as the campaign says “You KNOW you want to.”
“We didn’t want to do the usual rundown of features and amenities for this relaunch,” shared NJYN’s Lawin Bulatao. “Instead we wanted to create intrigue by sharing what all those things put together created. In a time of revenge travel and spending, it just makes perfect sense to remind people: it’s ok to have fun.”
