logo LMI 2018 MazarineAsiaPacifique

Macau’s most innovative resort MGM COTAI opened its doors to global fanfare.

MGM COTAI selected Mazarine Asia Pacific and Occasions as lead agency to organise a multi-stage, multi-disciplinary campaign to promote the launch its stunning new property.

MGM COTAI held its grand opening in Q1 2018, impressively launching itself as the new premier resort location in Macau. The resort debuted with a series of star-studded events featuring an international audience and A-list performances.

Mazarine Asia Pacific and Occasions was commissioned by MGM China Holdings Limited to devise a multidisciplinary approach to raise awareness and highlight the resort’s wide range of high-end entertainment and retail facilities, positioning it as a regional hub of culture and entertainment.

Providing strategic and ongoing communications, PR & marketing counsel, Mazarine Asia Pacific led the creative concept, design, production and organization over a 6-month preparation period and took charge of world-class hospitality arrangement and event execution on the ground for both key events in Feb and Mar 2018. We engaged A-list international celebrities from Kylie Minogue, Liam Hemsworth, Siwon Choi, Wu Jun to influencers such as Han Huohuo, Poyd, Chuan Do, Gaile Lok to generate massive online & press buzz for whom we designed specific programs to endorse and public the property’s various assets.

 

A total of over 1,000 guests and 200 regional media attended the 2 events along with key government officials including Macau SAR Chief Executive Mr. Chui Sai On, Mr, Ho Hau Wah, Chinese Liaisons Office Yao Jian, Foreign Affairs Deputy Commissioner Yuan Hengjia, and VIPs from China and all over the world. More than 400 pieces of headline news, cover stories, TV programs and social media posts amounting to over $60m media value were generated and reached over a 7 billion+ audience.

The campaign successfully updated global stakeholders on the current process of construction and, grand opening events, garnering international coverage in traditional, new and social media, successfully building brand awareness and prestige for MGM COTAI globally.

 

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