Sunway City Kuala Lumpur has appointed social and content agency, Kingdom Digital, to manage its Facebook and Instagram accounts while overseeing the social strategy and content development for the brand. Previously, the brand’s social media duties were handled in-house.
Appointed for a six-month duration with the possibility of extension, Kingdom Digital is tasked to drive greater awareness for Sunway City Kuala Lumpur as an all-inclusive, unique travel and leisure destination with the perfect mix of facilities under its four pillars – Eat, Shop, Play and Stay.
The agency will also be responsible for building a stronger online community by strengthening the brand’s affinity through relevant engagement and driving footfalls to the different business divisions across Sunway City Kuala Lumpur once the Movement Control Order is lifted. These business divisions include Sunway Pyramid, Sunway Lagoon, Sunway Medical Centre, Sunway University and the newly refurbished Sunway Resort.
According to the Sunway Group Brand Marketing & Communications Senior General Manager, Ms. Nik Tasha Nik Kamaruddin, while the group is affected by the pandemic, there are also opportunities to seize by embracing the digital transformation process.
“As a business, it’s important for us to keep up with the new generation of customers and the constantly evolving world – with or without the pandemic,” Tasha said. “As we are now placing more effort on digital marketing with a greater emphasis on social media across all businesses, we are excited to work with Kingdom Digital to showcase what Sunway City Kuala Lumpur has to offer through a softer but robust brand-building approach.”
When it comes to the agency’s strategy in differentiating Sunway City Kuala Lumpur’s social content from what has been done previously, Strategic Planners of Kingdom Digital, Yvonne Lee and Mior Anwar, shared that they will be moving away from the tactical-driven content to a stronger emphasis on its appeal as an all-in-one retreat to create new memories for both local and foreign visitors.
“Our consumer insights showed that people are looking to make efficient use of their time in the new norm, and they want the best in everything – whether it’s finding the best places to eat, shop, stay, or play,” Lee and Anwar added. “So, what better way to take the worry off their minds and show them that the only way, is Sunway? A way they can have it all and do it all by highlighting the various offerings around the township, and beyond.”