Visitors to Penang, well-known for its leisure and tourism offerings, have something new and unique to look forward to now. Sim Leisure Group (SLG), one of the most innovative themed attraction developers in the world has teamed up with Etika Sdn Bhd (“Etika”), one of Malaysia’s leading halal beverage manufacturers to offer visitors an experience unlike any other at ESCAPE Penang. Pepsi, a champion of the bold and brave, dares visitors to take on the Pepsi ESCAPE Challenge at the award-winning theme park to vie for the fastest times on the world’s longest waterslide measuring 1.11 kilometers long!
This remarkable new offering was launched today at ESCAPE Penang by YB Yeoh Soon Hin, Penang State Exco for Tourism and Creative Economy. The event was also attended by Mr. Sim Choo Kheng, Founder and Chief Executive of the Sim Leisure Group, which owns and operates the ESCAPE brand of theme parks, and Cedric Koh Ei Leon, Senior Vice President of Sales at Etika Sdn Bhd.
The Pepsi ESCAPE Challenge will take place on The World’s Longest Slide at ESCAPE Penang, which received recognition from the Guinness World Record in 2019 for the world’s longest tube water slide. Riders on this record-breaking slide have to take a chairlift to get to the ride’s starting point at an elevation of 70 meters. The ride then meanders through the lush foliage amidst the forested area of ESCAPE Penang, taking riders on a truly unique journey, which can never be experienced in any other theme park in the country. The challenge is a testament to Pepsi’s renewed, innovative approach to engaging with Pepsi fans.
To participate in the Pepsi ESCAPE Challenge, which will take the form of daily competitions, riders will vie to “be the fastest on the world’s longest” as they barrel down the ride at an accelerated pace. Their clocked times to complete the ride will be displayed on an electronic leaderboard which will be installed near the end-point of the ride. To make things more exciting, an action camera will record and live stream riders’ finishes together with their times during the daily competitions. The top riders with the fastest times each will win prizes while qualifying to win the ultimate Pepsi Adrenaline Experience!
“When we embarked on creating ESCAPE Penang, the objective was not to win records or awards, although all these are good byproducts. What we really wanted to do, however, was to create a truly different experience using a ‘low tech, high fun’ approach where fun is measured in ‘smiles per hour’. Today, the ESCAPE brand is one of the most pioneering developers of theme parks, answering the call from consumers for a different experience altogether. The ESCAPE concept strives to revive the re-discovery of childhood outdoor fun while promoting connection with nature.” said Sim.
“Since we opened the park, we have gone on to create new experiences for visitors to truly connect with nature. Among these include the recent opening of our Base Camp, where visitors can connect even more with the great
outdoors under the stars – long after the park has closed. One day is not enough to fully experience and appreciate everything that ESCAPE Penang has to offer.”
“Today, we embark on a totally new offering for visitors here at ESCAPE Penang with the Pepsi ESCAPE Challenge. In this regard, we are truly glad to have found a like-minded visionary partner in Etika and I would like to thank them for being truly gracious comrades in this regard. It is my hope that this partnership will be the start of a mutually rewarding and fulfilling journey, not only for both of our organizations, but also for all visitors to ESCAPE theme parks,” Sim added.
In addition to the Pepsi ESCAPE Challenge, the partnership will also see the collaboration between ESCAPE and Etika extending to other ESCAPE parks in the country. The partnership will see the installation of drink vending machines at ESCAPE Penang and ESCAPE Petaling Jaya, in addition to other joint branded and promotional initiatives.
“With the pandemic, many of us have been stuck at home, unable to go out with our family and friends, Thus, missing the opportunity to create fun and heartfelt moments together. At Etika, we are always looking for new and exciting ways to offer our consumers valuable experiences that they can remember for a long time. Inspired by Pepsi’s brand spirit, we have adopted a bold attitude to experimenting and creating new experiences that our customers will thoroughly enjoy. We believe this partnership with Sim Leisure Group will allow us to do just that,” said Yee Pek Kuan, Vice President of Marketing at Etika Sdn Bhd.
The partnership between ESCAPE and Etika was commended by YB Yeoh, who highlighted the importance of such collaborations to better serve the community.
“I truly applaud this collaboration which is important because as consumer trends and behaviors continue to change, businesses and organizations have to adapt to these changes in order to better serve the community,” he said.
“I, therefore, congratulate the management of both the Sim Leisure Group and Etika for their entrepreneurial and innovative spirit for the benefit and enjoyment of consumers, who are becoming increasingly more discerning. In fact, I would also implore other businesses and organizations in Penang to use this strategy of entrepreneurial innovation and creativity to truly make this city and state an even more vibrant tourism destination,” he added.
With the introduction of this partnership with Etika, ESCAPE is set to take things to the next level, just in time for the school holidays.
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