While capturing the audience’s hearts and minds with stories of Paris, we also conveyed important information about The Parisian.
Overview
Sands China, part of Sands Group, wanted to create buzz about the new Parisian Macao, a multi-use, integrated resort and casino set to open in September. Due to a crowded landscape, pre-launch awareness was key to the destination’s success. Sands China knew it had to raise awareness about The Parisian in key markets throughout Asia. So Jack Morton created a roadshow that hit 11 cities over the course of three months.
Target audience
Sands China’s primary audience was travel agents; tour groups booked through travel agents are the most common and popular way of experiencing the Cotai Strip. We needed to get travel agents excited about the upcoming launch of The Parisian. We also needed to build their knowledge of various offerings at different Sands resorts so that they could sell packages to consumers.
Idea
Bring Paris to life with an evocative story, and connect that experience to The Parisian.
Experience
We created an animated video that showed a romantic story of a couple visiting Paris. The two characters showcased what makes Paris special for an audience of people who may not have had the opportunity to experience Paris firsthand. We used the characters’ story as a unifying theme for our events, which included live performances, speeches and more.
Impact
While capturing the audience’s hearts and minds with stories of Paris, we also conveyed important information about The Parisian. We educated audiences across 11 cities about the key features of the property whilst telling a memorable, moving story.
“The Jack Morton team delivered well beyond our expectations. Not only did they produce a highly innovative and compelling presentation, the team creatively told our story so well that our customers left excited, wanting more.” —Ruth Boston, Vice President of Destination Marketing and Sales, Sands China Ltd.
The original roadshow was such a success that we conducted a second tour for Sands China in tier 2 cities in China in October 2016.