Students Bring Flavours of Genting to Life with Taylor’s University and Resorts World Genting

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10 Feb 2026

8 Min Read

The Taylor's Team (Editor)
IN THIS ARTICLE

Taylor’s University today celebrated the success of a student-led advertising and branding collaboration with Resorts World Genting (RWG), marking a meaningful industry–academia partnership that enabled student ideas to be realised through Resorts World Genting’s Flavours of Genting brand.

 

The collaboration was conducted through Taylor’s University’s School of Media and Communication under the Bachelor of Mass Communication (Honours) in Advertising and Brand Management programme. Final-year students participated in the Advertising and Brand Management Collaborative Project, a programme supported by the Malaysian Advertisers Association (MAA), which provides students with opportunities to work on live industry briefs with participating organisations. Among eight industry clients involved, one student group was selected to collaborate directly with Resorts World Genting.

From Classroom to Industry

As part of the project, six students, Saffiya binti Sheriza, Adeline Yeo Wei Xuan, Ahmad Iliya bin Ahmad Zaharul Annuar, Jin Kehui, Yin Yuwen, and Zoey Yap Cyn Chi, developed an integrated advertising campaign and packaging concepts for RWG’s Flavours of Genting brand, a curated range of giftable treats exclusive to Resorts World Genting. Their work encompassed brand and consumer research, campaign strategy, creative development, and execution, with a strong emphasis on practicality, brand consistency, and real-world activation within an integrated resort environment.

 

Several student-developed ideas were subsequently adopted by Flavours of Genting, including the creation of the Cloudy Companions mascots, Flavo and Flava, as well as limited-edition packaging designs for signature pineapple tarts and durian tarts. The campaign introduced collectible packaging inspired by Resorts World Genting landmarks, combined with playful storytelling elements aimed at enhancing brand recall and positioning Flavours of Genting as a distinctive highland souvenir. These concepts progressed from classroom exploration to live implementation, with visuals and packaging elements activated across the resort.

Adeline Yeo Wei Xuan, Saffiya binti Sheriza, Ahmad Iliya bin Ahmad Zaharul Annuar, Zoey Yap Cyn Chi

Student Creativity Shaping a Real Brand Experience

Throughout the collaboration, Resorts World Genting supported the students through structured brand briefings, campaign guidance, and biweekly mentorship sessions. An on-ground familiarisation visit further provided students with first-hand exposure to the resort’s operations, guest touchpoints, and brand ecosystem, enabling them to contextualise their creative ideas within a real commercial setting.

 

To commemorate the collaboration and its outcomes, a mock cheque was presented to the participating students during a press conference held at Taylor’s University, recognising both their contributions and Resorts World Genting’s commitment to supporting young creative talent through industry-linked projects.

 

The event also featured a dialogue session titled “Building Tourism Brands People Want to Be Part Of”, with Spencer Lee, Executive Vice President of Sales, Marketing and Public Relations at Resorts World Genting, in conversation with Professor Dr Neethiahnanthan Ari Ragavan, Executive Dean of the Faculty of Social Sciences and Leisure Management at Taylor’s University.

Professor Dr. Neethiahnanthan Ari Ragavan, Executive Dean, Faculty of Social Sciences and Leisure Management, Taylor’s University, Mr. Spencer Lee, Executive Vice President of Sales, Marketing and Public Relations, Resorts World Genting, Ms. Vernice Mooi Cheah Ying, Scholarship Recipient, Resorts World Genting

The session explored Resorts World Genting’s approach to building sustainable and meaningful tourism brands, beginning with its commitment to responsible tourism through eco-tourism and edu-tourism initiatives. The discussion further highlighted RWG’s role in nurturing future tourism talent through hands-on industry exposure, structured mentorship, and real-world learning opportunities.

 

The dialogue concluded with reflections on the importance of cross-industry collaboration and how tourism brands can balance strong local identity with a global mindset to remain relevant, inclusive, and future-ready.

Dialogue on Building Tourism Brands for the Future

Speaking at the event, Spencer Lee shared that the collaboration reflects RWG’s commitment to developing industry-relevant talent through meaningful engagement.

 

“At Resorts World Genting, we believe strong brands are built by people who understand both creativity and real-world business needs. This collaboration with Taylor’s University allows us to engage directly with young talent, gain fresh perspectives, and contribute to building a future-ready creative pipeline. By exposing students to live briefs, on-ground experiences, and industry mentorship, we aim to bridge the gap between academia and industry while fostering innovation that remains relevant in an ever-evolving marketing and communications landscape.”

 

Taylor’s University echoed the importance of applied learning and student empowerment through industry–academia partnerships. Professor Dr Neethiahnanthan Ari Ragavan said, “We are pleased to have our students involved in projects where their ideas move beyond the classroom and into practical outcomes. Working on live briefs with tangible results allows students to build professional confidence and gain a deeper understanding of how creative thinking translates into industry expectations. Our collaboration with Resorts World Genting exemplifies how such experiences prepare students to contribute meaningfully from the outset of their careers.”

 

The collaboration reflects both organisations’ shared commitment to strengthening industry–academia partnerships, fostering innovation, and equipping students with industry-ready skills for the evolving marketing, branding, and tourism landscape.

 

Flavours of Genting products featuring student-designed packaging are currently available at Resorts World Genting, offering visitors a giftable and collectible way to take home a memorable part of the Resorts World Genting experience.

Want Your Ideas to Leave the Classroom Too? Explore the Bachelor of Mass Communication (Honours) in Advertising and Brand Management and learn how students work on real industry briefs with real brands.
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