ASIA-PACIFIC – HONG KONG, OCTOBER 26, 2011: City of Dreams strengthens its position as Macau’s premier destination for world-class entertainment with the launch of its new Season of Entertainment Extravaganzas campaign.
The integrated entertainment resort, already home to such landmark productions as ‘The House of Dancing Water’ and ‘Dragon’s Treasure’, is wrapping up 2011 with a series of events that are creating a buzz throughout the industry, including ‘Glam Slam 2011 at City of Dreams’ and the upcoming fans’ favorites, ‘MMA Legend Fighting Championship 6’ and the ‘City of Dreams Macau Motorcycle Grand Prix 45th Edition’.
Capturing the wow factor of these new attractions presented quite a challenge for M&C Saatchi, City of Dreams’ creative agency.
‘With City of Dreams, you have a client who continually pushes the envelope in terms of their entertainment offerings. The challenge for us is to constantly find new ways to convey the sheer scope and excitement of it all,’ said Darius Tang, creative director at M&C Saatchi.
The resulting campaign uses a series of deftly juxtaposed images that captures the richness and variety of the entertainments – the glitz and glamour of Glam Slam 2011 at City of Dreams, a three-day fashion extravaganza with a month-long exhibition, the adrenalin-fueled excitement of Grand Prix racing, the gritty, explosive power of full-contact MMA combat, and more.
The large-scale integrated campaign encompasses print ads, billboards, ads on taxis in Macau and Hong Kong, a website, social media, as well as a below-the-line campaign in regional markets including Taiwan and Mainland China.
