SJM Resorts in Macau

SJM Resorts, a leading name in Macau’s hospitality industry, aimed to market their luxurious resorts, hotels, dining options, and sporting events to Southeast Asia. Initially, they engaged our services to focus on Malaysia, and following our success there, they expanded our collaboration to other Southeast Asian countries and China. Their objective was to promote Macau as a premier destination for sports and tourism while raising the profile of SJM Resorts in these markets. Key properties included the Grand Lisboa Hotel, Versace Hotel, and Karl Lagerfeld Hotel. The Macau government organized roadshows across Asia to promote Macau’s hotel brands, with the goal of generating local interest and driving footfall to Macau and its hotels and resorts. These roadshows were primarily consumer-focused, but one day was always dedicated to B2B interactions. SJM Resorts sought to find local premier media outlets in Thailand, Singapore, Japan, Korea, Malaysia, and Indonesia to promote these events.

Global marketing requires local expertise

We proposed a multi-faceted approach to address SJM Resorts’ objectives. Our plan involved creating customized market strategies for each country, including preparing relevant press releases and distribution plans tailored to local media landscapes. We also proposed building strong relationships with local media in each country and identifying key opinion leaders (KOLs) to promote SJM Resorts digitally. Additionally, we planned to create localized content for press releases and promotional materials to resonate with the target audiences in each market.

To execute our proposed solution, we conducted thorough market analysis to gather detailed insights into travel habits, demographic analysis, and travel preferences in each target market. This involved analyzing government reports, conducting surveys at roadshows, and leveraging research from the Macao Government Tourism Office (MGTO). We provided onsite support during the roadshows, setting up meetings with local partners, premier media outlets and stakeholders. We localized market-specific press releases and distributed them to drive earned media coverage, ensuring that the messaging was relevant and appealing to each target market. We engaged with KOLs and local influencers to promote SJM Resorts’ offerings, organizing fam trips and creating in-depth promotional content to boost the brand’s visibility. Furthermore, we provide support for exhibitions and roadshows across Southeast Asia, ensuring that SJM Resorts’ presence was impactful and well-received.

Before our involvement, SJM Resorts had only 20 media clippings from their roadshows. Recently, this number has surged to 600, reflecting the significant increase in media coverage. SJM Resorts, previously considered an underdog compared to other resorts and casinos, has seen a remarkable change in perception. KOLs have created more in-depth promotions and organized fam trips, further boosting the brand’s visibility. Our efforts generated substantial local interest in SJM products, convincing the client to expand our services across all of Asia. Footfall from Malaysia increased significantly, and we are currently working on expanding to other markets. This comprehensive approach not only elevated the status of SJM Resorts but also significantly enhanced their visibility and prestige in the competitive hospitality industry.

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