Macau casino hires David for brand strategy

Luxury six-star casino-hotel Crown Macau has awarded its creative business to WPP's newly-launched agency network David following a marathon pitch that also included Omnicom shops TBWA and DDB, and at least three other undisclosed contenders.

According to David regional MD Digby Richards, the win is a major piece of business for the agency, which has been tasked with building the Crown brand in Greater China, as well as developing a strategic position for the property's launch. Slated to open by early next year, the 32-storey Crown Macau development will comprise a total area of more than 106,000 square metres, including 227 deluxe VIP rooms, 26 VIP suites and eight presidential villas, along with more than 200 gaming tables and 500 slot machines. Crown Macau is being developed as a joint-venture between Hong Kong-based Melco and Australia-based Publishing & Broadcasting Limited (PBL).

The two companies are reportedly planning to open another two casinos, bringing their Macau portfolio to three, including the mass-market City of Dreams casino, apartment and hotel complex, which is expected to open in 2008.
The news follows the recent appointment of Publicis and ZenithOptimedia by Venetian Macau to handle its creative and media briefs respectively. Creative work for Venetian Macau is already underway for the business-to-business sector, with the consumer component of the marketing campaign expected to begin rolling out in the coming months.