To Malaysianize and endear the brand to the everyday Malaysian in the Klang Valley and beyond by identifying 3 primary target audiences – the fun-loving family, the adventurous local and the regional thrill seekers. 

Most importantly, we would colloquialize Luge from the get-go. Using the hashtag #CubaTryLuge, our intent was to create colloquial relatability, incite curiosity, a catchy invitation one would repeat to friends and family.

We’ve also cut across our strategy into 2 phases: 

1. Introduce, Educate, Localise – All content was focused on the experience – from the Skyride, to ticketing, the safety features, the ride and RFID photo/video capturing. The emphasis was on how safe yet thrilling and memorable Luging would be for everyone – overcoming pain points for families and thrill-seeking youths alike.
   
2. Trust and Amplification
   • Position World-Class Credibility: With the park still under construction, we opted to build Skyline’s credibility and profile first. Through strategic media interviews and editorial features, we promoted Skyline’s track record and expertise as a world class attraction.
   • Ramp up Talk-of-Town Excitement: When the park passed safety criteria, it was time really ramp up the excitement – and we painted the town GREEN.

   • Drive Authentic Conversations: Our mandate was clear, that we were not to limit opinions nor reviews as it was important for future customers to be aware of teething issues such as the weather and queues so as to manage expectations during the soft launch phase.