According to M&C Saatchi Asia’s CEO, Chris Jaques, the agency is charged with building the City of Dreams brand, promoting awareness and positioning for all its main properties, including the multimedia show 'Dragon’s Treasure' and ‘The House of Dancing Water’, which is touted as the world’s largest water-based show.
The agency will also work on City of Dreams’ additional entertainment- and event related activities. “It’s enormous,” Jaques said of the business.
City of Dreams launched in June 2009. At the time, DDB worked on the casino’s creative initiatives and PHD and Fleishman-Hillard handled its media and PR accounts, respectively.
Months later, M&C Saatchi began working with City of Dreams to launch a campaign on January 1, 2010, under the theme ‘Let’s Get Lucky’.
Jaques said the casino confirmed M&C Saatchi’s responsibility as lead creative agency off the back of the campaign without a pitch.
He adds that there is no definitive timeline for the contract.
“I can honestly say that this is one of the most exciting businesses I’ve ever personally worked on,” Jaques added. “It’s an extraordinary entertainment concept and I’ve never worked on anything like it before in my life.”
Earlier this month, M&C Saatchi announced the opening of its South China office and confirmed that City of Dreams was a confirmed client.
