It is believed DDB also joined the pitch for resort, although originally there was no pitch for StarWorld. Prior to this pitch, Galaxy had used Grey and DDB to handle various marketing assignments over the last year, but there had been no incumbent agency on any of the group’s properties. “The challenge for us is that our communications need to be more innovative,” said Kevin Clayton, principal, strategic marketing, Galaxy.
The gaming and entertainment market in Macau is increasingly competitive as more players enter the market, with Galaxy commanding approximately 22 per cent of the category in Macau.
Lilian Leong, Burnett GM, said marketing strategies will depend on market situations and progress of construction — the first phase of the Galaxy Mega Resort is expected to be complete by the end of 2008. “Galaxy is truly an Asian brand,” she said.
Meanwhile, TBWA’s first campaign is set to roll out next month.
