Ponte 16, a casino, hotel, entertainment and retail development, is a JV between Stanley Ho's SJM and Hong Kong-listed Macau Success.
According to Ponte 16 chief operating officer Steven Chua, the challenge lies in differentiating the development from the plethora of similar offerings in Macau.
"We need to distinguish ourselves as a unique resort that is Southern European in style, and create a must-see destination for all people visiting Macau," he said.
Although BBDO's communications plan has yet to be finalised, Chua said it would target the mass audience and high-end consumers in the key markets of China and Hong Kong, while concurrently going after a smaller slice of consumers from other Asian markets.
"Macau is enjoying an unprecedented boom, with heavy overseas investment in gaming," explained BBDO Hong Kong chief executive officer Clara Wong.
"Ponte 16 needs to distinguish its uniqueness more than ever through every facet of marketing, and we have one chance to get it right and to make an impression."
Meanwhile, the Venetian Macao - which is targeting an audience similar to that of Ponte 16 - has launched a review of its advertising account, which has thus far been handled by Publicis.
According to sources, the pitch is being contested by the incumbent, along with DDB and 360 Communications, although all agencies and the client declined to comment.
Venetian recently awarded its media business to OMD (Media, 1 December 2006).
