Experience Macao Food Truck Rolls into America’s Food Capital
The Experience Macao Food Truck hit the road for the third year to share the stories of Macao through its cuisine. This exciting and interactive food truck concept kicked off in 2017 in New York City, and the following year it expanded to include Los Angeles. For 2019, the Experience Macao Food Truck went even bigger and bolder by rolling through the streets of San Francisco.
After highly successful, award-winning activations in New York and Los Angeles, the Experience Macao Food Truck popped up in the culinary city of San Francisco. We built up buzz with an exclusive influencer cooking class, led by guest chef Telmo Faria, and hosted a special trade and media launch event. Then, for four days, the decked-out truck traveled to five popular areas in San Francisco to serve up authentic serradura, bacalhau, egg tarts and pork chop buns. Delicious food, twice-daily lion dances (including glow-in-the-dark nighttime shows), and a sweepstakes drew in guests from all over the city to learn more about traveling to Macao.
Serving more than 6,000 food samples, the San Francisco Experience Macao Food Truck event earned over 8 million media impressions and over 1.5 million social media impressions (paid and earned). Top media hits included NBC Bay Area, Channel 2 News and Skylink TV. In addition to extensive engagement across three cities, our Los Angeles activation won the PATA Grand Award for marketing, the highest honor among this significant tourism organization, and our New York activation was awarded with the prestigious Travel Weekly Gold Magellan Award in Destination Marketing.