‘The Art of Winning’ marketing campaign to promote official relaunch of Melco’s City of Dreams is honored at PATA Gold ...
July 18 2019 - 5:10AM
For the third year running, Melco Resorts & Entertainment
Limited has been named winner of Pacific Asia Travel Association
(PATA) Gold Awards, Hospitality Marketing. ‘The Art of Winning’
campaign was created to promote the relaunch of City of Dreams
Macau, Melco’s flagship integrated resort, and the official opening
of Morpheus, its US$1.1 billion ultra-luxury hotel designed by the
late Dame Zaha Hadid. Melco achieved the PATA Gold Award in 2018
for Studio City’s ‘Dinosaur Hunt’ campaign, and the equivalent
award in 2017 for its collaboration with Mainland Chinese
television channel Hunan TV for the reality show ‘Up Idol II’.
‘The Art of Winning’ marketing campaign was
strategically launched on June 15, 2018 to coincide with the grand
opening of Morpheus. The objective was to strengthen City of
Dreams’ positioning as a global pioneer in the leisure and
entertainment industry, showcase its ultra-luxury experiences
created for the world’s most discerned travelers, and to promote
both the relaunch of the resort and its new branding. The campaign
emphasized the spirit of victory as captured by world-renowned
photographer Nick Knight. Customized art installations were
positioned around City of Dreams, enhancing the property’s art
collection whilst piquing visitor interest and encouraging
interaction. The campaign and its related events were covered by
over 300 new and traditional media outlets across the globe, and
after the campaign was launched, visitation rates at City of Dreams
were increased by 42%.
Mr. Frederic Winckler, Melco’s Executive
Vice President, Chief Marketing and Brand Officer, said,
“We are delighted for Melco to be recognized by PATA for this
prestigious marketing award for the third consecutive year,
especially on the ‘The Art of Winning’ campaign to highlight the
grand opening of Morpheus at City of Dreams Macau, and our flagship
integrated resort’s official rebrand and relaunch. The campaign’s
stunning and consistent imagery and communications successfully
strengthened City of Dreams’ positioning as an industry pioneer
offering world-class, ultra-luxury experiences to tomorrow’s
travelers. We thank the judges at PATA for the award, and of course
the sponsors of the event, the Macao Government Tourism Office, for
their continual support for Macau and the Greater Bay Area’s
tourism industry.”
Supported by the Macao Government Tourism Office
since 1995, the regional PATA Gold Award recognizes outstanding
organizations and individuals in the tourism industry,
acknowledging the very best that the Asia Pacific’s travel industry
has to offer. The winners were selected by an independent judging
committee consisting of senior executives from the travel, tourism
and hospitality sectors. PATA Gold Awards 2019 received 198
nomination entries from 78 organizations.
About Melco Resorts & Entertainment
Limited
The Company, with its American depositary shares
listed on the NASDAQ Global Select Market (NASDAQ: MLCO), is a
developer, owner and operator of casino gaming and entertainment
casino resort facilities in Asia. The Company currently operates
Altira Macau (www.altiramacau.com), a casino hotel located at
Taipa, Macau and City of Dreams (www.cityofdreamsmacau.com), an
integrated urban casino resort located in Cotai, Macau. Its
business also includes the Mocha Clubs (www.mochaclubs.com), which
comprise the largest non-casino based operations of electronic
gaming machines in Macau. The Company also majority owns and
operates Studio City (www.studiocity-macau.com), a
cinematically-themed integrated entertainment, retail and gaming
resort in Cotai, Macau. In the Philippines, a Philippine subsidiary
of the Company currently operates and manages City of Dreams Manila
(www.cityofdreamsmanila.com), a casino, hotel, retail and
entertainment integrated resort in the Entertainment City complex
in Manila. The Company holds equity interests in Crown Resorts
Limited (“Crown”), a company listed on the Australian Securities
Exchange and which operates two of Australia’s leading integrated
resorts, Crown Melbourne Entertainment Complex and Crown Perth
Entertainment Complex. In the United Kingdom, Crown operates Crown
Aspinalls, a high-end licensed casino in London. Crown’s
development projects include the Crown Sydney Hotel Resort at
Barangaroo on Sydney Harbour. Crown also holds equity interests in
the Aspers Group and Nobu and has interests in various digital
businesses. For more information about the Company, please visit
www.melco-resorts.com.
The Company is strongly supported by its single
largest shareholder, Melco International Development Limited, a
company listed on the Main Board of The Stock Exchange of Hong Kong
Limited and is substantially owned and led by Mr. Lawrence Ho, who
is the Chairman, Executive Director and Chief Executive Officer of
the Company.
For media enquiries, please contact: Chimmy
Leung Executive Director, Corporate Communications Tel: +852 3151
3765 Email: chimmyleung@melco-resorts.com
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