Promoting cultural assets is the cornerstone of our work with the Macao Government Tourism Office. The goal is to shift perception of Macao as a gambling destination and highlight its rich cultural heritage and global influences. We saw Art Macao, a five-month-long international arts event, as an ideal message to share with North American travelers and entice them to discover this vibrant destination.
As a part of our integrated marketing campaign to launch Art Macao in the U.S., we executed the following: Art Macao press trip and PR program, digital marketing campaign, influencer event in Chicago, and an Expedia global partnership with a U.S. influencer program and tactical sales components. These integrated elements were introduced in the marketplace strategically over the course of the campaign to not only drive awareness, through media, advertising and social media, but also to increase visitation to Macao through the well-timed trade program.
The Art Macao integrated marketing campaign far surpassed all campaign goals. The final numbers include an impressive: 45.2 million earned media impressions, 5.97 million advertising impressions, 350K paid editorial impressions, 37 influencer event attendees, over 200 resulting influencer social media posts and assets, over 570 new passengers to Macao and 540 new room nights sold. In addition to the impressive reach, the Art Macao U.S. Launch Campaign has also been awarded the 2020 eTSY Award for Best Content Marketing Campaign – Small Budget.
- 45.2M media impressions
- 37 influencer attendees
- 5.97M ad impressions