City of Dreams’ wraps up 2011 with ‘Season of entertainment extravaganzas’ campaign

The integrated entertainment resort, has been running landmark entertainment productions ‘The house of dancing water’ and ‘Dragon’s treasure’ throughout the year.

M&C Saatchi Hong Kong, which has worked on the City of Dreams’ creative account for two years, said the client has continually "pushed the envelope" in terms of their entertainment offerings.

“The challenge for us is to constantly find new ways to convey the sheer scope and excitement of it all,’ said Darius Tang, creative director at M&C Saatchi.  

In order to drum up  interest for its new entertainment offerings, the latest ad campaign uses a series of deftly juxtaposed images that capture the richness and variety of the entertainment on offer. This includes: the glitz and glamour of 'Glam Slam 2011', a three-day fashion extravaganza with a month-long exhibition, the adrenalin-fueled excitement of Grand Prix racing, the gritty, explosive power of full-contact Legend Fighting Championship combat, and the City of Dreams Macau motorcycle grand prix in mid- November.

Media agency partner PHD Hong Kong is running this large-scale integrated campaign encompassing print ads, billboards, taxi ads in Macau and Hong Kong, a website, social media, as well as a below-the-line activity in regional markets including Taiwan and Mainland China.

According to the Macau Statistics and Census Service (DSEC), the number of visitor arrivals to Macau reached 20.7 million this year, up by 11.2 per cent year-on-year. Visitors from mainland China are the ones responsible for the notable increase, accounting for more than half of the total – 11.7 million (up 19.8 per cent). Visitors from Hong Kong come second, with some 5.7 million in the nine months to September, an increase of three percent year-on-year.

Credits

Client City of Dreams, Macau
Project  Entertainment Extravaganzas
Advertising agency M&C Saatchi, Hong Kong
Chief creative directors Darius Tang, Bernard Chan
Art directors  L. Fok, Joke Wong
Copywriters  Chan Kai Fung, Kevin Lai
Media agency PHD Hong Kong
Exposure OOH, online, print