Adrian Awards 2020
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Macao is a small but mighty destination located in the Pearl River Delta. Unfortunately, among the North American market Macao is not yet well-known as a culturally rich vacation hub. In fact, many – if they know of Macao at all – know it for its glittering casinos, often unjustly comparing Macao to Las Vegas. So, to increase destination awareness in the U.S., specifically surrounding Macao’s delectable gastronomy and UNESCO City of Gastronomy title, Macao Government Tourism Office USA (MGTO-USA) curated a full-scale integrated marketing, PR and consumer event campaign – Macao’s Mobile Cafe in San Francisco 2019. Based on recent research, MGTO-USA knew that U.S. travelers interested in Macao are also typically on the hunt for unique travel destinations, with a heavy interest in culinary experiences. Utilizing this insight, the team began to curate Macao’s Mobile Café campaign, first by strategically selecting San Francisco as the launch location due to its diverse, affluent community, its vicinity to big-name tech companies, and its international airport with several daily flights to Asia. In addition to increasing destination awareness, MGTO-USA was also tasked with converting interested consumers into Macao travelers. To reach this objective, MGTO-USA carefully crafted an integrated launch campaign, pulling together elements from travel trade partners, media, social media and advertising to effectively drive awareness and convert consumers. This also required a bit of creative thinking in how to stretch the budget as far as possible during this week-long campaign.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
In response to the above objectives, MGTO-USA launched Macao’s Mobile Café to local San Francisco media, travel trade and social media influencers via a private media and travel trade event and separate influencer cooking class inclusive of a local chef partnership. Finally, word was spread about Macao’s Mobile Café to local consumers via a paid broadcast partnership and social media amplification. Once effectively launched to the market, MGTO-USA welcomed thousands of consumers in six key locations across San Francisco including the iconic Pier 39 at Fisherman's Wharf, Union Street Festival, and Embarcadero Center. To convert these attendees into future travelers, MGTO-USA worked with local travel trade to curate food-centric Macao travel packages. These packages were launched and advertised in tandem with the truck and shared via paper handouts and on-site ambassadors. Over the course of six days, San Francisco consumers were transported into a small Macanese café, with elements resembling Macao’s Light Festival as well as bright café seating, a Macao skyline photo wall, flooring built to resemble one of Macao’s UNESCO Heritage Sites, Senado Square, cultural performances and, of course, authentic Macanese food samples. Macao’s Mobile Café was a huge success, spreading destination awareness with a remarkable marketing impact of 6,225 food samples shared, more than 8 million media impressions, 12 total media placements from the team’s PR efforts and media launch event, three paid broadcast placements on local channels resulting in 20-plus million viewers, over 1 million social media impressions stemming from the influencer event, four sweepstakes giving away a trip to Macao as part of the activation, 500-plus applications to the consumer sweepstakes giveaway and an 8.4% increase in visitors from the U.S. to Macao in the month following the activation.
Entry Title
Macao’s Mobile Café 2019
Public Relations - SPECIAL EVENT
Public Relations
Entry Award: