Friday, 6 May 2011

Ad Campaign That's Out of This World

Galaxy Macau opens May 15 and it wants the world to know about it

Hey folks! Galaxy Macau is opening on May 15! We've got the world's largest rooftop wave pool complete with sand, 50 restaurants to choose from, more than 2,000 rooms combined at Banyan Tree Macau, Hotel Okura Macau and Galaxy Hotel, oh yes and of course casinos!

Hong Kong clearly got the message from Wednesday when the entire MTR station at Tsim Sha Tsui was completely plastered in Galaxy Macau advertisements. That's nearly 10,000 square metres, making it the largest metro station-wide advertising campaign in China, of not the world, boasts Amy Chan, managing director at JCDecaux Transport Hong Kong, the sole agent for advertising in the six Hong Kong MTR train lines.

The one-month blitz includes exterior billboards, wrap-around graphics on pillars, stickers on the floor and platform screen doors, posters and graphics on the wall and ceiling. Talk about covering all bases.

Tsim Sha Tsui station was chosen as most mainlanders frequent the area for shopping and dining, as well as international tourists.

Galaxy Macau refused to divulge how much it spent on this lavish advertising campaign, only to say it was included in the HK$15.5 billion ($2 billion) total investment in the casino resort.

"We wanted to make a significant impact on the marketplace and get our message across to the 2.7 million passengers who pass through that station everyday," said Peter Caveny, head of investor relations at Galaxy Entertainment Group.

He hints there will be more Galaxy promotions to come, including wrap-around advertising on buses and taxis, print media advertising, commercials and ads on internet portals.

Looks like there's no limit to what Galaxy Macau will do to get the word out that it's opening -- it's been delayed many times -- which probably makes it even more anxious to prove it really will open its doors next Saturday.

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