Marketing Plan
for Hong Kong Market
(Year 2012)
MGTO (HK)
1
Table of Contents
Accomplishment Summary (Jul 10 – Jun 11) ............................................................. 6
Consumer Promotion ........................................................................................... 7
Travel Trade ......................................................................................................... 7
Media ..................................................................................................................... 8
Business & MICE................................................................................................. 8
Advertising............................................................................................................ 9
Others .................................................................................................................... 9
Activities for 2nd Half of Year 2011 .......................................................................... 10
TIMELINE ......................................................................................................... 11
EVENT DETAILS.............................................................................................. 12
1.“Enjoy Macau In Style” Consumer Campaign (Mar – Dec) .................... 12
2.“Macau Fun Every Month” Joint Promotion (Jul - Dec) .......................... 12
3.Dinner and Presentation for Concierges and FO Managers (Jul) ............. 13
4.Networking Meeting for Travel Trade (Aug)............................................ 14
5.Meetings & Incentives Seminar for Corporate Representatives (Sept) .... 14
6.Familiarization Tours (Aug, Oct – Dec) ................................................... 14
7.Product Update Luncheon (Sep, Oct & Nov) ........................................... 14
8.Macau Grand Prix Promotion Campaign and Roadshow (Oct) ............... 16
9.“Friends of Macau” Programme – Happy Hour Gathering (Dec) ............ 16
10.MICE & Media Christmas Gathering ..................................................... 16
Marketing Plan for Year 2012 ...................................................................................... 17
SWOT Analysis .................................................................................................. 18
Strength…. ........................................................................................ ………18
Weakness. ..................................................................................................... 20
Opportunity .................................................................................................. 21
Threats…… .................................................................................................. 22
Objectives............................................................................................................ 24
Market Segmentation ........................................................................................ 25
Promotional Concept ......................................................................................... 28
Promotional Theme............................................................................................ 29
Promotional Strategies....................................................................................... 30
Promotional Tactics ........................................................................................... 31
Consumer Promotion ................................................................................... 31
Travel Trade ................................................................................................. 31
Media Relations ........................................................................................... 32
Business & MICE Market ............................................................................ 32
2
Major Activities .................................................................................................. 33
1.Consumer Campaigns ............................................................................... 33
1.1Macau Staycation – Bliss in Macau! Campaign (Mar – Dec) ................ 33
1.2Macau Staycation – Bliss in Macau! Campaign (Mar – Dec) ................ 36
1.3The 26th Hong Kong International Travel Expo (Jun) ............................ 36
1.4The Chinese New Year Night Parade (Feb) ............................................ 37
1.5Familiarization Tour for Women Associations (Sept) ............................. 38
2.Trade Encounter ........................................................................................ 38
2.1“Go! Macau” Joint promotion (Mar – Dec) .......................................... 38
2.2.Enhancement of the Travel Trade Database .......................................... 41
2.3.Enhancement of the “Friends of Macau” Programme .......................... 43
2.4.Macau Government Tourist Office Spring Luncheon (Feb) .................. 44
2.5.Networking Meeting with Mini Mart (Aug) ........................................... 44
2.6. Explore Side Trip for Cruise Tourists (Apr) .......................................... 44
2.7. Trade Partner Relations ........................................................................ 45
2.8. Information Dissemination ................................................................... 45
3.Media Relations ........................................................................................ 46
3.1Media Thematic Familiarization Tours .................................................. 46
3.2.Product Update Luncheon Gathering .................................................... 46
3.3. Media Monitoring ................................................................................. 47
3.4. Press Invitation ..................................................................................... 47
3.5. Media Requests and Sponsorship ......................................................... 47
4.Advertising ................................................................................................ 48
4.1. Thematic Promotion .............................................................................. 48
4.2. Promotion of Macau Events and Festivals ........................................... 48
4.3. Promotion of Major Campaigns in Hong Kong.................................... 48
4.4. Redirect Visitors Promotion .................................................................. 49
4.5. MICE Promotion ................................................................................... 49
5.Business and MICE................................................................................... 50
5.1.Participation in International Trade Shows (Apr, Sept & Oct) ............. 51
5.2. Target Group Luncheons with Presentation.......................................... 52
5.3. “Meet for Fun in Macau” Corporate Evening Cocktail (Sept) ............ 52
5.4. Itineraries & Product Development (Feb- Mar)................................... 53
5.5.Familiarization Tours............................................................................. 53
5.6.Christmas Themed Party (Dec) ............................................................. 54
5.7.Sponsorship & Presentation(Jan – Dec) ............................................... 54
5.8.Database Update and Enhancement ...................................................... 55
5.9.Branding & Advertising ......................................................................... 55
3
Tentative Timeline .............................................................................................. 56
Budget ................................................................................................................. 58
Appendix ...................................................................................................................... 61
1.
Consumer Promotion ................................................................................. 62
1.1 “Experience Macau in Style” Tours and Booklets (Jun – Dec 2010) .... 62
1.2 Campus Promotion – penetration of young adult(Sep – Nov 2011) ...... 63
1.3 The 57th Macau Grand Prix Roadshow (2-3 Oct 2010) ......................... 63
1.4. Market Wise Research on Hong Kong Tourists Behavior (Dec 2010) . 63
1.5 Macau Corner (Dec 2010 – Jun 2011) ................................................... 64
1.6 HKTB Chinese New Year Night Parade (3 Feb 2011) .......................... 64
1.7. Product Update Luncheon for Women Associations (27 Apr 2011) ..... 65
1.8. Macau Fun Every Month – Mini-roadshow (21-22 May 2011) ........... 66
1.9. The 25th Hong Kong International Travel Expo (9-12 Jun 2011) ......... 66
2.
Travel Trade ............................................................................................... 67
2.1Dinner & Presentation for Concierges & FO Managers (20 Aug 2010) . 67
2.2 “Experience Macau Tour” Joint Promotion(20 Sept – 22 Nov 2010) ... 67
2.3 Familiarization Tour (24-25 Sept 2010)................................................. 68
2.4 HK and Macau Travel Trade Networking Meeting (29 Oct 2010) ........ 68
2.5 Experience Macau Tour” Joint Promotion(22 Nov– 31 Dec 2010) ....... 69
2.6 ‘Friends of Macau’ Gathering (29 Dec 2010) ........................................ 69
2.7 Spring Luncheon (11 Feb 2011) ............................................................ 70
2.8 Familiarization Tour for Product Managers (25-26 Feb 2011) .............. 70
2.9 Familiarization Tour for ANTOR (11 Mar 2011) .................................. 71
2.10Familiarization Tour for International Airlines (25-26 Mar 2011) ....... 72
2.11 “Macau Fun Every Month” Joint Promotion (Mar-Dec 2011) ............ 74
2.12 “Friends of Macau” Gathering (6 May 2011) ...................................... 76
2.13 Trade Visit and Presentation ................................................................ 78
2.15 Trade Request....................................................................................... 80
2.16 PR Activities - Travel Trade Organizations ......................................... 80
3.
Media Liasion ............................................................................................. 81
3.1Media Update Luncheons (Jul 2010 – Jun 2011) ................................... 81
3.2Media Thematic Familiarization Tour (12 Nov 2010) ............................ 82
3.3Media Festive Fam Tour (13-14 May 2011) ........................................... 82
3.4Press Invitation........................................................................................ 83
3.5Media Request ........................................................................................ 83
3.6Information Dissemination ..................................................................... 86
4.
Business & MICE Market ......................................................................... 86
4.1 Meetings and Incentives Luncheon (27 Aug 2010) ............................... 86
4
4.2PR Luncheon – I.T. & Engineering Associations (28 Sep 2010)............ 86
4.3 Participation at Global Sources (12-15 Oct & 20-23 Oct 2010) ............ 87
4.4Familiarization Tours .............................................................................. 87
4.5Christmas Industry Get-Together Evening Cocktail (15 Dec 2010) ....... 88
4.6Asian Business Aviation 2011 (8-10 Mar 2011) ..................................... 88
4.7Association Executive Seminar (8 Apr 2011) ......................................... 89
4.8HOFEX 2011 (11-14 May 2011) ............................................................ 92
4.9Product Update & Networking for HK % Macau MICE Industry (26
May 2011) ................................................................................................ 92
4.10 Visits and Presentation ......................................................................... 93
4.11 MICE Advertising & Publications ....................................................... 95
4.12 MICE Enquires & Stimulation Program Applications ......................... 97
5.
Advertising.................................................................................................. 98
5.1Advertising Campaign ............................................................................ 98
5.2Sales Meeting ........................................................................................ 103
6
Others ........................................................................................................ 104
6.1. Christmas Gifts & Lunar New Year .................................................... 104
6.2. What’s On and MTT Distribution ....................................................... 104
6.3. Database Maintenance ........................................................................ 105
6.4. Report Writing .................................................................................... 106
5
Accomplishment Summary (Jul 10- Jun 11)
Accomplishment
Summary
(Jul 10 – Jun 11)
6
Accomplishment Summary (Jul 10- Jun 11)
MAJOR ACTIVITIES
From Jul 2010 to Jun 2011, MGTO HK has been actively organizing activities for the
4 targeted groups, namely, consumer, travel trade, media, and business & MICE
markets. All the engagement was devoted to meeting the objectives we set in the last
marketing plan.
A summary of the activities is listed below. For more detailed information of each
point, please refer to the appendix. (The number inside the bracket indicates the
location of the respective details in the appendix).
Consumer Promotion
MGTO (HK) organized a series of activities to target mass consumer market during
July 2010 to June 2011, including:
 The 57th Macau Grand Prix Roadshow (2-3 Oct 2010)
 Macau Corner (Jan-Dec 2011)
 HKTB Chinese New Year Night Parade (3 Feb 2011)
 Macau Fun Every Month – Mini-roadshow (21-22 May 2011)
 ITE HK (9-12 Jun 2011)
Travel Trade
Continuous effort was put on maintaining an efficient communication network with
the trade, and keeping them abreast of Macau development, which is crucial for their
sales of Macau products.
 Dinner & Presentation for Concierges & Front Office Managers (20 Aug 2010)
 “Experience Macau Tour” Joint Promotion with Hong Kong Travel Agents –
Phase 2 - See the Difference Promotion (20 Sept – 22 Nov 2010)
 Familiarization Tour – Society of Golden Key of Hong Kong (24-25 Sep 2010)
 Hong Kong and Macau Travel Trade Networking Meeting (29 Oct 2010)







Experience Macau Tour” Joint Promotion with Hong Kong Travel Agents –
Phase 3 –Taste the Difference Promotion (22 Nov– 31 Dec 2010)
Friends of Macau Gathering (29 Dec 2010)
Spring Luncheon (11 Feb 2011)
Familiarization Tour for Product Managers (25-26 Feb 2011)
Familiarization Tour for ANTOR (11 Mar 2011)
Familiarization Tour for International Airlines (25-26 Mar 2011)
“Macau Fun Every Month” Joint Promotion (Mar-Dec 2011)
7
Accomplishment Summary (Jul 10- Jun 11)




“Friends of Macau” Gathering (6 May 2011)
Trade Visit and Presentation
Trade Request
PR Activities - Travel Trade Organizations
Media
Various means of channels were employed to sustain a vibrant relationship with media,
which enable timely and in-depth information dissemination.
 Media Update Luncheon – Foreign Media (7 Sep 2010)
 Media Thematic Familiarization Tours (12 Nov 2010)








Media Update Luncheon – Hong Kong Leisure Media (21 Dec 2010)
Product Update Luncheon for Columnists (16 Mar 2011)
Product Update Luncheon – Women Association (27 Apr 2011)
Festive Familiarization Tour (13-14 May 2011)
Product Updated Luncheon for Woman Oriented Media (27 May 2011)
Press Invitation
Media Request
Information Dissemination
Business & MICE
Major focus was put on extending our network with the sector, as well as updating
them with the recent MICE potentials in Macau.
 Meeting & Incentive Luncheon for Corporate Representatives (27 Aug 2010)
 PR Luncheon – I.T. & Engineering Associations (28 Sep 2010)
 Participation at Global Sources China Sourcing Fair (12-15 Oct, 20-23 Oct
2010)
 Familiarization Tour for Hong Kong Exhibition & Convention Industry
Association ( 21-22 Oct 2010)
 Familiarization Tour for Overseas Chambers in Hong Kong (10-11 Dec 2010)






Christmas Industry Get-Together Evening Cocktail (15 Dec 2010)
Asian Business Aviation 2011 (8-10 Mar 2011)
Association Executive Seminar (8 Apr 2011)
Familiarization Tour for MICE Operation Managers and Event Planners (29-30
Apr 2011)
HOFEX 2011 (11-14 May 2011)
Product Update Networking for Hong Kong and Macau MICE Industry (26 May
2011)
8
Accomplishment Summary (Jul 10- Jun 11)



Visits and Presentations
MICE Advertising & Publications
MICE Enquires & Stimulation Program & Applications
Advertising
A series of advertising campaigns were carried out during the year 2010 and first half
of year 2011 to promote the theme “Experience Macau” with 5 senses, various Macau
events and festivals.
 Advertising campaign
 Sales Meetings
Others
Besides working closely with the above major groups, MGTO (HK) has also
participated in a few other activities to lift up Macau’s profile and branding.
 Christmas Gifts & Lunar New Year
 What’s On and MTT Distribution
 Database Maintenance
 Report Writing
9
Activities for 2nd Half of Year 2011
Activities
for
2nd Half of Year 2011
10
Activities for 2nd Half of Year 2011
TIMELINE
Month
Event
Mar - Dec “Enjoy Macau In Style” Consumer Campaign
June - Dec “Macau Fun Every Month” Joint Promotion
Jul
Aug
Sept
Dinner and Presentation for Concierges and Front Office Managers
Networking Meeting for Travel Trade
Familiarization Tour for Media (Enjoy Macau in Style)
Meetings & Incentives Seminar for Corporate Representatives
PR Luncheon for Online Writers / bloggers
PR Luncheon for HK Association of Registered Tour Coordinator Organization
Oct
Familiarization Tour for HKECIA and Associations
Festive Familiarization Tour for Media
Macau Grand Prix Promotion Campaign & Road show
Nov
PR Luncheon for Medical Associations
Familiarization Tour for Selected Associations
Dec
PR Luncheon for New Media
“Friends of Macau” Programme – Happy Hour Gathering
MICE & Media Christmas Gathering
11
Activities for 2nd Half of Year 2011
EVENT DETAILS
1.
“Enjoy Macau In Style” Consumer Campaign (Mar – Dec)
The campaign was launched in June, aiming to carry forward the “Experience Macau
in Style” concept and to encourage repetitive visits especially by the up-market
sectors to enjoy the full spectrum of new and stylish tourist products such as hotels,
restaurants, entertainment shows, wellness activities and most important of all,
high-end shopping. A credit card company, i.e. Citibank, has been selected as a carrier
as well as a marketing partner of the campaign.
Activity Timeline
Mar – Jun
-
Campaign partner selection
Pre-launch preparation
Jul 23-24
-
Kick off ceremony officiated by MGTO and campaign partner at
Harbour City, Tsim Sha Tsui with product display
Jul – Dec
-
Monthly lucky draws
Event promotion and publicity
2.
“Macau Fun Every Month” Joint Promotion (Jul - Dec)
“Macau Fun Every Month” campaign is a trade partner program in which MGTO
cooperates with the well-known Hong Kong travel agents to promote 8 different
tourism elements that align with our marketing objective – to promote Macau as a
stylish and multi-dimensional destination. The joint promotion campaign is intended
to create as much impact as possible to our target market and to arouse a strong
impression that there are so many things that can be enjoyed in Macau. Even visiting
Macau every month, they would still experience a different joyful and fun time.
Promotion
Target
Theme
Period
Segment
May
Family
Family Fun
May-Jun
Elderly
Health/
Recreation/
Tag
Festival
Tentative
Campaign
Partner
合家歡樂創 Macau Arts China Travel
意遊
Festival
Service
(H.K.) Ltd
銀髮逍遙遊 Mother's Day HYFCO
(8 May) & Travel
12
Activities for 2nd Half of Year 2011
Heritage
Father's Day Agency
(19 June)
Limited
Jul
Students
Excitement
歷奇冒險遊
Summer
Holiday
Shun
Tak
Travel
Services Ltd
Aug
Students
Museum
仲夏博物遊
Summer
Holiday
Shun
Tak
Travel
Services Ltd
Sep
Couples & Firework/
Lovers
Romance
醉人煙花浪 Int’l
漫遊
Fireworks
Travel
Expert Ltd
Display
Contest
&
Mid-autumn
Festival (12
Sep)
Oct-Nov
General
Carnival
繽
FIESTA
紛 Lusofonia
Hong Thai
Festival, Int’l Travel
Kart Grand
Prix, Music
Festival,
Macau Grand
Prix
Nov
General
濠食滋味遊
Macau Food EGL Tours
Festival
Company
Limited
Dec
General / Spa
& 時尚購物遊
Women
Shopping
X'mas (24 - China Travel
27 Dec)
Service
(H.K.) Ltd
3.
Gourmet
Dinner and Presentation for Concierges and Front Office Managers (Jul)
As hotel concierges and hotel front office managers are the frontline staff serving the
inbound tourists directly, they could thus be our “promoter” especially in providing
adequate Macau information to their clients and hotel guests. Therefore a product
update dinner can serve the purpose of equipping them with necessary and attractive
information on Macau.
13
Activities for 2nd Half of Year 2011
4.
Networking Meeting for Travel Trade (Aug)
With the positive feedback from both Hong Kong and Macau Trade on the pervious
Networking Meeting, we propose to continue hosting this get-together event in
August 2011. The format and programe of the event will be similar to the previous
networking meetings. Our target participants from Hong Kong will be the front line
staff from the major travel agents as well as the newly established travel agents.
Event objectives include arousing travel trade partners’ enthusiasm to promote Macau,
so as to increase their effectiveness and proficiency in informing the public or their
client base on what Macau has to offer; to satisfy all the needs of the travel trade
partners for knowledge of Macau and to provide a platform whereby participants can
expand their networking with their Macau trade counterparts.
5.
Meetings & Incentives Seminar for Corporate Representatives (Sept)
There are many multi-national corporations with headquarter or branch offices in
Hong Kong. They are potential organizers of regional meetings and incentive trips to
Macau. Therefore, we aim to invite their event /travel management or HR team to
update them on what Macau has to offer for an exciting company outing.
6.
Familiarization Tours (Aug, Oct – Dec)
Familiarization tours will be organized for various parties, in order to give them a
close encounter with Macau’s development. Itinerary of each tour will be adjusted to
suit the nature of the invited group.
Media
 Enjoy Macau in Style (Aug)
 Thematic Tour (Oct)
MICE


Hong Kong Exhibition & Convention Industry Association (HKECIA) (Oct)
Selected Associations (Dec)
7. Product Update Luncheon (Sep, Oct & Nov)
Close group luncheons will be organized for different groups in July, September,
October and November for respective sector: Trade, MICE and Media. Small groups
of gathering targeting HK Association of Registered Tour Coordinator Organization,
MICE-related Association with emphasis on medical field and foreign will be invited.
14
Activities for 2nd Half of Year 2011
Information Update will be provided to the participants through a Power-point
presentation.
7.1 PR Luncheon for Online writer/ bloggers (Sep)

The prevalence of online sharing has broadened the media
platform in recent years. Given that online media has become a major
channel for potential tourists to search tourism information. We
would like to host a luncheon to strengthen the bond with influential
online writers by showcasing the attractiveness of Macau as a
premium tourist destination.
In addition, the event will be a great
opportunity for us to penetrate online writers to further optimize the
tactics of marketing plan for 2012 by utilizing the influence of online
writers to promote Macau to mass consumer market.
7.2 HARTCO (Oct)
 The Hong Kong Association of Registered Tour Co-ordinators (HARTCO) is an
organization whose members are qualified tourist guides in Hong Kong. A
tourist guide is the frontline staff who directly deal with tourist groups to Hong
Kong may also need to recommend tours for the group. He / She is a travel
coordinator and helps to distribute travel information to visitors. Therefore, we
would like to organize a luncheon to them with the following objectives to
ensure they have up-to-date knowledge on Macau's new attractions and
latest development in order to provide adequate information and advice for their
customers.
7.3 Medical Associations (Nov)
 It is anticipated that Medical Associations have regular pattern in organizing
meetings and conference. We would like to hold a close-group Luncheon for
Medical Associations in Hong Kong to highlight the MICE (Meeting, Incentive,
15
Activities for 2nd Half of Year 2011
Convention, and Exhibition) potentials and the upcoming projects. We will also
look forward to sharing with them other factors which might equip Macau to
develop as a destination for incentive tours and meetings.
7.4 New Media (Dec)
 Today consumers tend to read news or search tourism destinations via new media
such as facebook and online new channels. Thus it is necessary for HK office to
build up relationship with a group of new media editors/ reporters that contains a
mass group of constant readership in digital format. Latest Macau developments
and special events will be released to the participants during the presentation.
8.
Macau Grand Prix Promotion Campaign and Roadshow (Oct)
An annual publicity campaign will be held in the 4th Quarter before the Macau Grand
Prix to promote this icon sports event as well as to support the “Experience Macau in
Style” campaign. Promotional elements will include a series of media exposure and a
Road show at Harbour City on 8-9 October.
9.
“Friends of Macau” Programme – Happy Hour Gathering (Dec)
A gathering with the “Friends of Macau” will be hosted in December to collect
market intelligence, such as comments by their clients on products of Macau, guest
expectations and opinions. Through this MGTO HK can also obtain a systematic,
updated contact list for the Macau destination.
10. MICE & Media Christmas Gathering
As Christmas is the most important and most celebrated festival in 4th Quarter of the
year, we would like to make use of the festive and relaxing atmosphere to draw the
attention of our target audience in creating a networking opportunity for Hong Kong
MICE practitioners, Media and Macau counterparts.
Objectives are to serve as a casual networking platform between MGTO and the
representatives from different sectors, to up keep the exposure of MGTO during the
4th Quarter of the year within the industry and to extend the appreciation to our
business partners and clients from Hong Kong and Macau who has been provided
continued support to MGTO in the past year.
16
Marketing Plan for Year 2012
Marketing Plan
for
Year 2012
17
Marketing Plan for Year 2012
SWOT Analysis
The following SWOT analysis identifies Macau’s internal strengths and weaknesses
that could affect its ability to attract visitors from Hong Kong. In a broader
perspective, the external opportunities and threats that favor or threaten the tourism
development of Macau in the coming years will also be considered. Specifically, the
content will be manifested to the scope towards influence on Hong Kong market. This
analysis will then serve as a basis for our strategic marketing plan in year 2012.
Strength
1. UNESCO world heritage brand and attractions
Macau has a unique blend of Portuguese and Chinese cultures. “The Historic Centre
of Macau” which has been listed as UNESCO World Heritage in year 2005
successfully builds up Macau’s image as the “City of Culture”. The internationally
recognized cultural heritage and unique historical background are the competitive
advantages of Macau to attract visitors from Hong Kong. With the opening of
Mandarin House in year 2010 and more cultural activities held in the heritage sites in
recent years, “the Historic Centre of Macau” has become one of the major attractions
for Hong Kong people.
2. Increasing new developments and integrated resorts
Since the liberalization of gaming license in year 2002, a number of international
resort companies and entertainment groups invested in Macau. These establishments
not only increase the quality and quantity of hotel rooms, but also bring in a wide
range of cuisines, luxurious shopping brands and entertainment options which
transform Macau to a premium destination for vacation. These resorts create a strong
motivator to attract international visitors and high rollers to Macau as well as
nurturing revisit intention for Hong Kong people. The opening of Galaxy Macau in
May 2011 and upcoming new developments will further enhance Macau’s world-class
and stylish image.
Besides, renowned entertainment brands such as Cirque du Soleil (ZAIA), Dragone
Entertainment (The House of Dancing Water), Playboy Enterprises, etc, are staging
their permanent shows in Macau. These shows, together with other concerts and
18
Marketing Plan for Year 2012
performances, reinforce Macau as a regional entertainment hub that attracts more
Hong Kong visitors especially concert-goers and show lovers.
3. Increasing diversity for family travel
Alongside the new developments and integrated resorts, Macau has introduced
various new attractions to suit the needs of visitors from different market segments.
For the family market, there are an increasing number of family attractions and
facilities available nowadays. For instance, there are two mega children playgrounds
namely the Cube in Venetian Macao and Kid’s City in City of Dreams that furnish
parent-children interaction opportunities. Besides, the opening of Macao Science
Museum and the Macao Panda Pavilion in year 2010 provides educational value in
funny manner that could allure more families with children to Macau.
4. MICE facilities
Macau is a new and upcoming MICE destination in Asia. For “Meetings”, Macau can
supply a variety of hotel venues and medium-sized meeting facilities that are suitable
for holding different functions. For “Incentives”, Macau can offer diverse
entertainment options and interesting team building activities. For “Conventions” and
“Exhibitions”, Macau also has one of the largest new convention and exhibition
centers in Asia. In particular, the Venetian Macau, the City of Dreams, the Galaxy
Macau and the coming new development projects on the Cotai area, etc, all increase
Macau’s capability to host large scale MICE events. Besides, the locations of the
major venues and attractions are within walking distance. The high capacity and
conveniently compact characteristics of Macau provide favorable environment for the
development of business tourism.
5. Increasing convenience of ferry service
The existing sea transport connection between Hong Kong and Macau is very
convenient due to the increasing number of ferry operators, terminals and frequency
of ferry schedule. Since last year, two budget ferry operators have stepped in the
market, namely the Macao Dragon and Hong Kong North West Express, making the
service providers totaled at 5.
The increased number of ferry operators stirs up a fierce price and promotional
campaign’s rivalry. Sales promotion for online group purchases, discounted tickets on
social media websites and joint promotion with the travel agents are typical examples
that benefit visitors from Hong Kong. Moreover, the new ferry service between Tuen
19
Marketing Plan for Year 2012
Mun and Macau facilitates people from the west New Territories to travel to Macau
conveniently.
Weakness
1. Fluctuations of hotel room supply and pricing
The current obstacle of Macau that jeopardizes Hong Kong visitors’ intention to stay
longer is the intensive fluctuations in hotel room rates especially during peak seasons
and public holidays. As shared by our Hong Kong trade partners in ‘Friends of
Macau” gathering, the hotel room supply is tight and room rates are unreasonably
high when compared to other cities in these periods. In light of this, Hong Kong
visitors may tend to select a same-day excursion or stay overnight in hotels of Zhuhai.
Despite the continuing hotel developments in terms of quantity and quality, there are
insufficient budget hotels that cater the needs of budget travelers. The problem is then
echoed by the emergence of illegal inns in these years. The issue will impair the
image of Macau as a quality tourism destination in the long run.
2. Inadequate local transportation
The development of infrastructure cannot cope with the fast growing visitor arrivals to
Macau. In particular, there is insufficient local transportation support for visitors such
as shortage of taxis at major tourist spots. The congested traffic at city centre in peak
hours also imposes a negative image of Macau and hampers the travel convenience of
visitors. It is hoped that the operation of Light Rail Transit System will improve the
situation in the near future.
3. Saturation of intake capacity at tourist spots
In spite of the fluctuations in hotel room rates and supply, another issue is the
overcrowding of tourist spots in peak seasons and public holidays. For many popular
heritage attractions like the Ruin’s of St. Paul, they have almost reached their intake
capacity. The problem not only reduces the enjoyment of visitors, but also poses a
threat to the conservation of heritage buildings.
4. Insufficient software and infrastructure support for MICE development
Although Macau has equipped with sufficient hardware to develop the MCIE industry,
the human resources are not quite ready to take up the challenge. Not only the quality
service providers like event management companies and contractors are insufficient,
but also the quality of labor such as language proficiency, service efficiency, etc in
20
Marketing Plan for Year 2012
many hotels and MICE venues are not up to international standard.
Macau is still considered inconvenient to international visitors. The passenger
handling volume at the Macau International Airport is comparatively smaller than
those of other competitors in the region. There is less airlines and direct flights
available in Macau. It would be one of the restrictions in promoting Macau as a MICE
destination. However, the proximity and transportation network to/from Hong Kong is
an opportunity in which we can capitalize to re-direct business visitors arriving in
Hong Kong to Macau.
Opportunity
1. Growth of business arrivals in Hong Kong
Hong Kong is considered as a strategic hub between China and the rest of the world.
It provides a huge potential source market for Macau business tourism sector,
especially the high yield business arrivals. According to the statistics, business arrivals
to Hong Kong reached 1.4 million in year 2010, representing an increase of 16% to
year 2009. Besides, Hong Kong Trade Development Council also foresees an upward
trend of overseas arrivals in Hong Kong in the coming years. With the geographical
advantage of just an hour away from Hong Kong, Macau stands an excellent chance
to attract these overseas businessmen.
2. Unstable tourism conditions of other competitors in the region
Among the competitive outbound destinations in the Asian Region, the unstable
tourism conditions of particular destinations impede Hong Kong people’s traveling
intention. For instance, the terrorist attacks in Philippines, the recent earthquake,
tsunami and radiation incidents in Japan, as well as the political instability in Thailand
unquestionably impact Hong Kong people’s travel sentiments. The concern of health
and personal risks of traveling abroad has contributed to the psychology of Hong
Kong people towards visiting non natural hazard prone destinations for substitution.
In this sense, Macau will be laterally benefited given its relatively stable environment.
3. Substantive government support especially for MICE
Macau provides substantive support to the MICE industry. For instance, the Macau
Business Tourism Centre set up in year 2006 provides marketing, industry support,
research, training and bidding assistance to MICE events and projects. Besides, the
21
Marketing Plan for Year 2012
Industry Partner Program provides benefits for Macau industry partners and assists
them to compete in the international market under the unified destination banner.
Moreover, the ‘Strategic MICE Market Stimulation Program’ implemented since year
2009 has assisted many business tourism partners in both monetary and non-monetary
terms. Statistics have shown that an increasing number of MICE events come to
Macau every year. For instance, there were 380 MICE events held in Macau in the 4th
Quarter of 2010 and the average duration increased from 2.10 to 2.72, representing a
30% growth. The substantive support can tease potential clients to choose Macau as
their MICE destination.
4. Improving economic environment
The continued economic improvement in Hong Kong motivates Hong
Kong people to go on travel. According the Census and Statistics
Department of HKSAR, the Gross Domestic Product (GDP) increased by
6.2% in the 4th Quarter of 2010 over a year earlier. Tourism-wise speaking,
driven by stronger purchasing power, the totaled departures of Hong
Kong residents in year 2010 reached by 85,416,469, representing a 3%
yearly increase (including departures by air, sea and land). In addition, the
appreciation of major currencies such as Japanese Yen and Korean Won
against Hong Kong dollars also enhances Macau’s appeal as a tourist
destination.
Threats
1. Increasing competitiveness of other Asian and PRD cities
Macau is facing more fierce competition from the domestic market in Mainland China,
Hong Kong and the new attractions in Asia Pacific regions because of their
increasingly competitive facilities and tourism products. For instance, the integrated
development project of ‘Resort World Sentosa’ and the Sands Singapore in 2010
attracted over 5 million visitors a year. According to Singapore Tourism Board, visitor
arrivals from Hong Kong to Singapore registered 51.0% growth to reach 29,307 in
January 2011. Besides, the expansion projects of Hong Kong Disneyland and Ocean
Park Hong Kong, as well as the construction of Shanghai Disneyland in the coming
years will also pose a great challenge to Macau as Hong Kong people tend to opt for
exotic destinations for short haul travel.
22
Marketing Plan for Year 2012
2. Uncontrollable pricing structure and falling quality of services
Increasing demand of hotel rooms by the Mainland visitors especially during peak
seasons has led to unhealthy wholesale activities based in Zhuhai, making the supply
and price structure of hotel rooms uncontrollable at the vendors. Some smaller travel
agents in HK even seek to book through wholesalers (for some, speculator agents) in
China especially during peak seasons. If these kind of “speculating” activities prevail
or worsen in the future, it might pose a threat to the genuine supply of hotel rooms at
normal market price to the HK agents, thus creating adverse effect to the general
Hong Kong travelers to Macau.
3. Increasing pressure resulting in the influx of Chinese Mainlanders
Mainland China is a huge outbound market. The Annual Report of China Outbound
Tourism Development 2009-2010, released by the China Tourism Academy (CTA),
estimated that 54 million travelers would go abroad in 2010, up from 47 million in
2009. With the Mainland visitors making up 6% of the world’s outbound travelers in
2009 and the figure projected to reach 100 million travelers per year by 2020.
Mainland China is the major source market of Macau. According to the statistics from
DSEC, there were 13,229,058 Mainland visitors traveling to Macau in year 2010,
accounting for 53.0% of total arrivals and 20.4% yearly growth. The rapid
development of China’s outbound tourism, the expansion of Individual Visit Scheme
(IVS) and the improving economic environment in Mainland China will continue to
drive more Mainland visitors to Macau.
The influx of abundant Mainland visitors is a pressure to drive quality visitors from
Hong Kong to Macau especially during peak seasons, public holidays and Golden
weeks. It is because they share part of the tourism resources such as transportation
facilities, hotels, etc and compete those resources with visitors from Hong Kong.
Besides, their strong purchasing power stimulates the escalation of price level and
remains a major factor for the fluctuations of hotel room rates and supply. Apart from
that, their culture and mentality such as poor hygiene may gradually harm Macau’s
image as a quality destination for tourism and leisure.
23
Marketing Plan for Year 2012
Objectives
Based on the above SWOT analysis and the Hong Kong market situation, we have
defined the following objectives and market segments for year 2012:
1.
Position Macau as a quality destination for vacation
2.
Promote stylish and diversified tourism elements for leisure and business travel
3.
Maintain consistent growth of visitor arrivals from Hong Kong to Macau
4.
Prolong visitors’ length of stay especially in week days and encourage their
sustainable spending
5.
Enhance Macau’s market portfolio through re-direct visitors from Hong Kong
6.
Strengthen collaboration with Hong Kong trade partners and major stakeholders
7.
Maintain intimate relationship with the media
8.
Identify and drive businesses from the core MICE markets in Hong Kong
24
Marketing Plan for Year 2012
Market Segmentation

Family

According to the Census and Statistics Department of HKSAR, the number of
households in Hong Kong has risen to 2,333,000 in 2010 representing a 0.9%
yearly increase. Our major target will be the middle and upper class families who
have high spending power and tend to look for quality travel.

There are an increasing number of companies and organizations launching 5 day
work week scheme. This encourages family travel to short-haul destinations
during weekends.

Female

According to the Hong Kong Millionaires Survey conducted by Citibank
between December 2010 and February 2011, the number of Hong Kong
millionaires who have current liquid asset of over a million jumped to a record
high of 558,000 in year 2010, up 42% or 164,000 persons.

It is manifested by the study that female segment accounts for 43% of the total
millionaire population in which housewives segment occupies 15% of the total
millionaires. Of those 164,000 new millionaires, the average age is 41 which
indicate a growing trend of young millionaires.

As seen above, female especially housewives and white collars are our major
targets as they have strong spending power and income. Besides, female loves
shopping, spa & beauty and also keen on seeking quality travel. Their spending
pattern can benefit the Macau tourism industry especially in the premium
spending.

Retired people

According to the Census and Statistics Department of HKSAR, the projected
population aged 55 or above in year 2012 occupies 27.1% of Hong Kong total
residence.

With reference to the above Hong Kong Millionaires Survey 2010, the ratio of
25
Marketing Plan for Year 2012
the Hong Kong's millionaires who are between 50 to 60 or above account for a
total 43%, which is the biggest group of Hong Kong millionaires. The top three
‘occupations’ of the rich are: retirees 21% professionals 17%; and managers/
executives 16%. These findings have echoed the strong purchasing power of the
retirees, and thus greater intention to travel.

Comparing with other market segments, retired people have a greater flexibility
in deciding their travel time, destination and itinerary. They can enjoy the low
seasons and weekdays’ packages from the vendors and be encouraged to stay
longer in Macau.

Re-direct visitors
Hong Kong is a potential market for redirect visitors. Statistics from HKTB show
that total overseas visitor arrivals (excluding Chinese Mainland) recorded
13,345,943 from Jan – Dec 2010. However, only 2,234,676 overseas visitors
“re-direct” their visit to Macau from Hong Kong, which accounts for 16.7% of
total overseas visitor arrivals. Therefore, we will address our promotional efforts
to encourage more redirect visitors to Macau in year 2012, especially the
emerging markets.


Business and MICE market
We identify four market segments for business tourism promotion as follows:

Overseas tradeshow attendees in Hong Kong
Hong Kong received 1.16 million overnight MICE visitors in year 2009, in
which the majorities are visitors attending international tradeshows/exhibitions.
They are a group of frequent business travelers who can make flexible trip
arrangement. As a neighboring city, Macau stands as an excellent chance to
attract these overseas businessmen to extend their business trips to Macau.

Local business entities including international business firms residing in Hong
Kong
The business community in Hong Kong has a strong pool for MICE potentials.
For instance, there are over 770,000 registered companies in Hong Kong that
consist of 8,000 foreign companies, more than 3,000 regional headquarters and
regional offices, 1,500 listed companies, and 150 banks. An increasing number of
foreign companies are choosing Hong Kong as their business headquarters due to
26
Marketing Plan for Year 2012
its strategic linkage between China and the rest of the world. This segment of
corporate end users has largest potentials for meeting and incentive market.

Local and international trade associations, NGOs and chambers of commerce
Hong Kong has 26 overseas chambers of commerce which represent the interests
of their high profile members. Major local trade associations include: HK
General Chamber of Commerce (4,000 members), Chinese Chamber of
Commerce (6,000 members), Chinese Manufacturers’ Association (3,700
members) and Federation of HK Industries (3,000 members) and etc. They
represent over 10,000 foreign business establishments with presence in Hong
Kong. Similarly, 160 local and international NGO’s and 460 local trade
associations also play crucial and active role in business connectivity across
various industries. With powerful and influential network of these associations
and chambers, they are the opinion leaders for business tourism promotion.

Industry key players including event management companies, event and
exhibition organizers and corporate travel agencies
Hong Kong is one of the world-renowned destinations for MICE events. In
recent years, Hong Kong’s event management industry has witnessed
exponential growth. A large pool of extensive industry practitioners and
experienced suppliers including event management companies, event &
exhibition organizers and corporate travel agencies is a segment itself for our
marketing efforts.
27
Marketing Plan for Year 2012
Promotional Concept
MGTO is dedicating efforts to establish Macau as a quality tourism destination by
enhancing tourism products and improving service quality. This is also in line with the
developing strategy of building Macau into a global centre of tourism and leisure. In
this direction, MGTO adopted “Experience Macau” and later elaborated as
“Experience Macau” with the “Five Senses” as the major promotional theme of its
marketing platforms in the past years. The theme highlights the diversity of Macau
and its unique difference to the world.
In Hong Kong market, we launched “Experience Macau in Style” in year 2010 which
was a branding campaign to enhance the image of Macau. The campaign not only
aroused visitors’ awareness and interests in the new and trendy tourism products of
Macau, but also enriched visitors’ travel experience through satisfaction. In year 2011,
we reinforced “in-style” message to visitors by using “product-driven branding”
approach. “Enjoy Macau in Style” and “Macau Fun Every Month” were sales oriented
campaigns which aim to drive quality traffic and visitors spending in Macau.
Given Macau has developed into an international destination with world-class tourism
products and entertainment facilities, we believe maintaining a global destination
branding as well as achieving a progressive growth in visitor arrivals and spending are
our major focus of tourism promotion in the coming years. To accomplish these goals,
we will position Macau as a quality destination for vacation in year 2012. We will
sustain “in-style” promotion and continue to adopt “product-driven branding” strategy
to drive traffic and spending from all market segments in Hong Kong.
We promote Macau as a premium destination for vacation because it contains in-style
attractions and recreational capabilities to make vacationers feel relaxed and
entertaining. In light of this, we would employ a new promotional theme “Macau
Staycation” for our promotional activities in Hong Kong market in year 2012. Our
rationale is to highlight the strengths of Macau and match them with the vacationers’
wants so as to enhance Macau’s stylish destination appeal and provide enjoyment for
genuine visitors, which in turn encourage repetitive visits and lengthen the stay.
28
Marketing Plan for Year 2012
Promotional Theme
Our promotional theme in year 2012 - “Macau Staycation” – has two meanings.
Firstly, it presents Macau as premium destination for “vacation”. Secondly, it
motivates visitors to “stay” longer through enjoyment and delightful experience. The
former creates awareness and promotes Macau global branding while the latter
bolsters desire and action for a quality travel.
Under the core theme – “Macau Staycation”, we add different taglines to enrich our
promotion to different sectors, namely:
1.
“Macau Staycation – Bliss in Macau!” for consumer and media promotion which
highlights the vacationing and fun-filling elements for family travels;
2.
“Macau Staycation – Go Macau!” for trade partner program which itches travel
desire of the public at large and drive repetitive visits to Macau;
3.
“Macau Staycation – Meet for Fun” for MICE promotion which showcases
Macau’s capability for diverse MICE offerings and its entertaining appeal to
business visitors.
29
Marketing Plan for Year 2012
Promotional Strategies
In order to achieve the communication objectives, concerted activities across different
sectors including consumer, media, travel trade and MICE will be conducted. The
highlights of the overall promotional strategy are:
 Use of “product-driven branding” approach in which diversified tourism products
will be repackaged to meet the needs of vacationers and family travels. The
consolidated products will promote Macau’s branding and the attached incentive
offers will also create “product-driven” effect to drive quality visitor traffic and
spending;
 Use of “viral marketing” in which opinion leaders with credibility and high social
networking potential will be engaged to generate word-of-month and “sweet spot”
where consumers do the marketing for us through sharing. This is a consumer
oriented strategy which can produce advocacy effect to draw visitors’ awareness
and interest;
 Adoption of total media solutions in which new media will be used to complement
traditional media. The mixed media strategy will increase cost efficiency against
audience reach and coverage. Interaction with potential visitors allowed in the
new media platform helps to achieve better return on investment and
communication results;
 Fostering win-win cooperation with trade partners to promote Macau as a
premium destination for vacation to their clients. Apart from the product training
and information support, we will provide a unified destination banner and
communicative platform to facilitate business exchange between both Hong Kong
and Macau industry partners;
 For business market, capitalizing the market potentials from Hong Kong by
cultivating a strategic partnership with key players in the MICE industry and then
leveraging their efforts to reach the respective market segments. Collaboration
with Macau industry partners will be made to create business connectivity with
Hong Kong industry practitioners.
30
Marketing Plan for Year 2012
Promotional Tactics
Given the above mentioned promotional theme and strategies, a series of marketing
initiatives will be developed and cross-cover among different sectors as described
below:
Consumer Promotion
We plan to launch “Macau Staycation – Bliss in Macau!” promotional campaign from
March to December 2012. We aim to repackage the diversified tourism products and
develop designated tours with vacationing elements for family travel. We will make
use the power of social media and opinion leaders such as family bloggers to promote
these products to our target market especially the middle to upper class family
segments. Despite the fact that we will launch the campaign online, we will also
involve other consumer promotional activities, media support and trade partners’
channels to generate publicity and attract the potential visitors.
To maintain Macau exposure throughout the year, we will organize a series of
roadshows and participate in the Hong Kong International Travel Expo as well as the
Chinese New Year Night Parade. Other complementary activities including product
update luncheons, airport promotion etc will be carried out to penetrate the different
market segments and overseas re-direct visitors.
Travel Trade
“Macau Staycation – Go Macau!” is another joint promotional campaign with
“Friends of Macau” which aims to support the trade partners to promote weekday
tours and drive traffic to Macau. Products developed from the consumer campaign
will be distributed to the travel agents to inspire creativity in itinerary development
and product packaging. Product-driven incentives will be offered to drive sales for the
trade partners and call for consumers’ repetitive visits. The campaign will roll out
from August onwards during which time visitors can enjoy the splendid events and
festivals in Macau.
By embarking on such a “Macau Staycation – Go Macau!” campaign, we wish to
strengthen the cooperative relationship with our Macau friends who play an active
role in selling Macau to our target market segments. We will also enhance our
database and expand our “Friends of Macau” loyalty programme to potential agents
so that more trade partners will be engaged to promote Macau in the coming years. In
31
Marketing Plan for Year 2012
the meantime, we will continue to organize familiarization trips, casual gatherings and
networking seminars to keep them abreast of Macau latest development. Furthermore,
we will maintain close communication with various tourism stakeholders including
the players in the cruise industry for possible collaboration and greater market
exposure.
Media Relations
Any promotional campaign cannot succeed without media relations support. Likewise,
we plan to fully utilize the paid and unpaid to give extra mileages to our year-round
campaigns. We will host thematic familiarization trips, product update luncheons to
promote “Macau Staycation” concept and provide new angle to media from time to
time to keep up Macau’s exposure in the market.
Ride on increasing popularity of the internet usage, we will employ both traditional
and new media such as blogging, weibo, social media, travel websites and mobile
applications in our promotional activities across different sectors. We aim to create
noise through word-of-mouth from the consumers themselves and achieve
communication effectiveness.
Business & MICE Market
In line with the government development plan, business tourism is a crucial agenda in
parallel to the leisure tourism in Macau. During the past years, MGTO made
substantial progresses to promote business tourism, in particular, the MICE markets.
Hong Kong is apparently a high potential source market for Macau business tourism.
In year 2012, we will look into a wider scope of business tourism sector and focus our
resources on local market potentials and overseas business arrivals. We will increase
Macau’s branding for business travelers through product development under the
theme of “Macau Staycation – Meet for Fun”. Target group luncheons, familiarization
trips, networking seminars etc will be conducted which serve as strategic partnership
with key players to reach the respective target segments. Moreover, we will increase
presence in international trade shows in Hong Kong so as to target more overseas
business visitors. Last but not the least, corporate evening cocktail and Christmas
party will be organized to provide fun-filling atmosphere for the clients to experience
Macau’s uniqueness.
32
Marketing Plan for Year 2012
Major Activities
1.
Consumer Campaigns
1.1 Macau Staycation – Bliss in Macau! Campaign (Mar – Dec)
Stepping into year 2012, our objectives will not only be limited to promoting the
stylish products in Macau, but also encourage visitors to stay longer, enjoy their
vacation with their families and friends in Macau. Therefore, we propose to launch a
consumer campaign “Macau Staycation – Bliss in Macau!” from March to December
2012. The campaign will make use of the power of social media, family bloggers or
online writers in town together with a series of promotional activities to highlight the
vacationing and fun-filling elements of Macau to family travelers.
Objectives
 To enhance Macau’s stylish destination appeal for vacation
 Prolong visitors’ length of stay and encourage sustainable spending patterns
 Encourage and promote family travels to Macau
 To showcase Macau’s diversified tourism products and elements
Campaign Details
The campaign will consist of several key elements. First of all, we will design three
thematic tours focusing on family travels. We will then invite renowned family
bloggers or online writers in Hong Kong to join the tours with their families and share
their experiences with their readers and fans. New media platforms such as high
traffic but controllable communication portals and social media will also be employed
in this campaign to create noise and enhance publicity. Lastly, promotional materials
including booklets and leaflets will be produced to support other consumer
promotional activities and the trade partner campaign.
Element (1) “Macau Staycation – Bliss in Macau!” designated tours
In order to re-package the stylish tourism products for family travelers and to
showcase the diversified tourism elements in Macau, we will tailor-make three “3
Days 2 Nights” itineraries. The three tours will cover major elements including:
 Themed Tour 1 Cultural and Historic
This tour will focus on the historic attractions as well as the cultural elements in
Macau, which includes the Macau World Heritage, museums, art exhibitions and
33
Marketing Plan for Year 2012
cultural events.
 Themed Tour 2 Adventure and Entertainment
Macau is filled with excitements, family-friendly and fascinating spots such as Macau
Tower, Go-Kart, Macao Science Center and the latest launch world’s largest sky top
wave pool, Ice Gallery and also the signature shows and entertainments in hotels etc.
This tour will focus on all these thrilling activities for family travelers.
 Themed Tour 3 – Leisure and Relaxation
As an ideal vacation destination, Macau is a place for people to retreat their bodies
and souls from their busy life. This tour will focus on relaxing spots which are
suitable for different age ranges. For instance, Macao Giant Panda Pavilion, Golf
Courts, Spas as well as sightseeing tour by Open Top Bus or Rickshaw etc will be
introduced.
Element (2) Engagement of family bloggers or online writers
Social media is prevailing in the internet world nowadays. Online readership is
growing so rapidly that user generated media such as blog posts have become a
powerful tool for spreading out news and information to the public. Well established
blogger or online writer implies a guarantee of instant coverage and exposure to the
mass audience.
Daily page view of a famous blog can be reached up to 10 thousands per day, while
total page view can go up to 20 thousands to 100 thousands. In view of the above, we
propose to invite popular family bloggers or online writers with high social
networking potential to soft-sell Macau to the public. A save and controllable
communication portal will be used for releasing the blogs so that we can have the full
control on the content to ensure that they are in line with our theme and objectives .
By engaging family bloggers or online writers, we can increase the message
credibility through their positive word-of-mouth. Since messages can be shared timely
and spontaneously by different audiences, they can create viral effect to draw
audiences’ awareness and interests.

Selection of Family Bloggers or Online writers
Profile of the blogger or online writer
Popularity of the blogger or online writer such as ranking of the blog,
number of visitors / fans / subscribers
34
Marketing Plan for Year 2012
-
Quality of the blog including the content and comments from visitors / fans
/ subscribers
 Familiarization Trips to Macau
Each family blogger or online writer will be invited to join the individual designated
tour to Macau with their families. Three themed tours designed in the earlier stage of
the campaign will be organized for them to experience the diversified and
family-friendly tourism products in Macau.

Post-trip Sharing
After the tours, they will create travel blogs sharing their fruitful experiences to their
fans, readers and subscribers. The blogs will be published in a safe and controllable
portal in order to ensure the accuracy and MGTO maintains the copyright of the
content. The family bloggers or online writers will also be invited to share their travel
experiences at our events such as ITE, roadshows, etc.
Element (3) Use of new media
A media partner which has a competitive edge in the new media industry will be
selected and employed for maximizing the exposure of the campaign to the public.
Riding on the existing channels of the media partner, including its own website,
Facebook Fan Page, iPhone Apps, Weibo, Twitter etc, we can achieve an integrated
and cost effective communication to arouse public attention and interests in the
campaign. Besides, the media partner will assist MGTO to ensure the content of blogs
and related comments generated from users are positive and safe. Apart from the new
media channels, we will also complement with the traditional media to further
enhance the publicity.
Element (4) Production of “Macau Staycation – Bliss in Macau!” booklets and
flyers
Lastly, a booklet on the three designated tours will be published to showcase the
enchanting tourism products as well as our suggested travel itineraries in Macau.
From the overall concept to the design and layout of the booklet, we will employ
creative illustrations to ensure stunning and attractive booklet to grab public attention.
A simplified version or introductory flyers will also be produced for supporting the
trade campaign. They will be distributed to our trade partners, media friends, MGTO
information counters as well as at roadshows and exhibitions etc.
35
Marketing Plan for Year 2012
Operation Timeline
Time
Activity
Mar

Family bloggers / online writers selection
Apr – May

Designated tours for family bloggers / online writers
Jun – Jul



Blogs release
Booklet and flyers production
Promotion at ITE
Jul

“Macau Staycation – Bliss in Macau!” exhibition
Jul – Dec

Media promotion (including new media)
1.2 Macau Staycation – Bliss in Macau! Campaign (Mar – Dec)
Roadshow and exhibition are effective means to reach the mass public as it provides
an interactive platform to showcase our products and services. By selecting prestige
shopping malls with high traffic as the venues, we aim to achieve both branding and
product promotion to the middle to upper market segments including families, female
and retired people. They will also be used to support our consumer and trade partner
campaigns. The last roadshow will focus on Macau Grand Prix which is the
internationally renowned sports event in Macau.
Month
Theme
July
“Macau Staycation – Bliss in Macau!” Exhibition – To
showcase the diversified tourism products for different
market segments, and to support both consumer and trade
partner campaigns.
October
“The 58th Macau Grand Prix” Roadshow - To promote the
most iconic and internationally renowned sports event in
Macau. There will be on stage performance, kick-off
ceremony, off stage exhibition and racing car display.
1.3 The 26th Hong Kong International Travel Expo (Jun)
ITE HK is a prime annual travel expo in Hong Kong. With nearly 80% of exhibitors
and 26% of buyers and trade visitors from outside Hong Kong participating in the
show every year, ITE HK is recognized as an effective platform for travel trade
industry to develop and promote their business in the fast growing Asian markets.
According to the official statistics, the total number of visitors exceeded 80 thousands
36
Marketing Plan for Year 2012
in year 2011, with more than 620 exhibitors coming from 46 countries and regions.
Being a long term supporter of ITE HK, we will keep MGTO’s presence in the show
together with Macau trade partners to promote Macau tourism to potential buyers and
visitors.
In addition to distributing promotional materials, we will continue to hold an in-booth
cocktail reception on the first trade day for social networking among MGTO officials,
Macau trade partners, Hong Kong travel trade partners, MICE organizers as well as
media friends. Potential overseas buyers will be invited for facilitating business
opportunities with Macau trade partners. Besides, engaging Macau trade partners on
consumer days is a good strategy to connect them with consumers. Therefore, we
would suggest inviting them to offer promotional packages and conduct in-booth
presentations for maximizing usage of our booth space. We will also take part in the
on-site seminars for promoting our trade and consumer campaigns of the year.
1.4 The Chinese New Year Night Parade (Feb)
The Cathay Pacific International Chinese New Year Night Parade is one of the
best-loved events of the Chinese New Year celebrations. The parade features
illuminated floats accompanied by spectacular international and local performing
groups. The evening will be filled with carnival atmosphere as festive crowds lining
the parade route in Tsim Sha Tsui watch the colorful floats and dancers passing by.
There were over 110,000 spectators witnessed the parade in the past years, while
millions more across the globe through television broadcasts.
We propose to participate in this fascinating celebration in year 2012 to promote
Macau tourism to the locals and overseas visitors, and to strengthen the regional
cooperation with Hong Kong Tourism Board. Evaluating the comments from the
public and previous experiences, we would also propose to employ a group of
performers accompanying our float to enhance the attractiveness and uniqueness of
Macau. For instance, Portuguese Folk Dance is suggested as it is one of the most
traditional and distinctive performance from Macau which represents 400 years of
cultural exchange between the East and the West. It can truly delight spectators from
all nationalities.
37
Marketing Plan for Year 2012
1.5 Familiarization Tour for Women Associations (Sept)
As stated in previous section, female is one of our major target segments because of
the considerable population of female millionaires in Hong Kong. In year 2011, we
organized a product update luncheon gathering for the well-developed women
associations such as Association of Women Accountants (Hong Kong) Limited, Hong
Kong Federation of Women Lawyers, etc. These associations are powerful in
influencing their members whom are professional women, affluent and keen on
quality travel, therefore they are considered as an effective channel to reach the
female market. The event last year was a great success. Many participants
showed great interests in organizing meetings and incentives in Macau, and they were
also enthusiastic to promote Macau to their members. Therefore, we would propose to
organize a familiarization tour for the women associations in year 2012 so as to give
them a real experience and enjoyment that Macau offers.
2.
Trade Encounter
2.1 “Go! Macau” Joint promotion (Mar – Dec)
The campaign of “Macau Fun, Every Month” in year 2011, successfully impressed
our target audience that they can experience a different, joyful and fun time in Macau
every month. In year 2012, we will keep on driving revisiting as well as extending the
length of stay in Macau by offering tangible benefits.
In the past years of promotion, we recognize that there is a big difference of the
occupancy rate of Macau hotels during weekdays and weekends. Given Hong Kong
people are price sensitive and are suffering from the difficulty of booking hotel rooms
during weekends and public holidays, we propose a joint promotion campaign, “Go!
Macau” with all the “Friends of Macau” to promote weekday tours and hopefully to
drive the consumers to stay longer in Macau in year 2012. This also aligns with our
marketing objective – to prolong the length of stay. Besides, weekday travel will also
suit our two important market segments, namely retirees and housewives.
Objectives
 To assist Hong Kong travel agents to promote Macau hotel packages
 To maximize Macau exposure to our target segments in order to encourage
repetitive visits within a short period of time
 To encourage our target group, especially focus on families, housewives and
38
Marketing Plan for Year 2012


retirees to visit Macau on weekdays and for extended stays
To further support and enhance the “Friends of Macau” program launched last
year
To enhance promotion of “Macau Staycation” through networks of the Hong
Kong travel agents
Details
The campaign will compose of the following elements:
Element (1) Product development
In the first half of year 2012, we propose to organize a 3D2N familiarization trip for
the decision makers and product managers of the major outbound travel agents. The
tour will not only introduce both new and old attractions, but also let the travel agents
experience for themselves that it is really worth to stay in Macau for more than 2D1N.
The travel agents will gain more product knowledge and get ready to promote our
idea of “Macau Staycation” to their customers.
Element (2) Hyperlink “Macau Staycation” with trade partners
Searching holiday information by the use of internet and travel agents’ websites
becomes more and more popular nowadays. As we expect the promotional materials
for “Macau Staycation” will be ready in the first half of the year, we will massively
distribute these materials to our Friends of Macau. This will not only serve the
purpose of educating our Macau Friends, but also inspire them on how to develop a
‘prolonged stay’ package. At the same time, we will also invite our Macau Friends to
put the bloggers’ hyperlinks to their website or design a special “Macau Staycation”
button to tease end users click into the bloggers hyperlinks.
Element (3) Online & outlets promotion
Online marketing and promotion becomes now very diversified. In year 2011, we
already invited the major online travel agents to be our Friends of Macau. Apart from
these travel agents, there are also other online travel platforms such as Travel Fish and
Travel Zoo. We will explore ways to cooperate with these online travel platforms to
make more people aware of our idea of “Macau Staycation”.
Promoting the joint promotion campaign at different point of sales of Friends of
Macau outlets, in form of posters, leaflets, SMS, direct mail, etc will maximize Macau
exposure to our target customers. Moreover, by distributing “Macau Staycation”
leaflets, which include 3D2N suggested itinerary to customers, will inspire revisits
39
Marketing Plan for Year 2012
and longer stay in Macau. It will also help the travel agents to promote “Macau
Staycation” products and packages. The campaign will certainly further enhance the
mutual cooperation with our Friends of Macau.
Element (4) Direct incentives for potential customers
We propose to offer direct incentives in the form of a lucky draw to our potential
customers to encourage weekday visits and revisit to Macau. Travelers who buy
Macau packages under certain conditions from our Friends of Macau will be eligible
to enter for a lucky draw.
Promotion Period
1st August – 31st October 2012
The lucky draw is proposed to be launched from August, which is the summer
holiday of students. Besides, various events and festivals such as International
Fireworks Display contest and International Music Festival will be held in Macau
during September and October. We believe it is a golden opportunity to promote
Macau to our target segments – families, housewives and retirees as these groups of
people would be always ready, in principle, for a break to travel on weekdays. We
can show them that Macau could be an ideal destination for all family members as
there will always be different attractions for them to go and enjoy.
Three Lucky draws are proposed to be organized during the promotion period.
HKID holders who buy weekday (Sunday – Thursday) packages from Friends of
Macau are eligible to enter into our lucky draw. The HKID holders simply fill in a
form with a copy of Macau package voucher for weekday travel that is bought from
our Friends of Macau during the promotion period and (1) post to our office or (2)
drop in at any of the lucky draw boxes placed at our Friends of Macau according the
above time table in order to enter for lucky draw. The form will be attached with the
“Go Macau” leaflet to be collected at the outlets of Friends of Macau.
A tote bag will be produced by using the creative illustrations designed for the
"Macau Staycation" booklet. For those who come to hand in the form to our office,
we will provide them with the tote bag as a gift or souvenir for their kind support on
our "Go! Macau" Campaign which is designed to motivate more people to visit
Macau during weekdays.
40
Marketing Plan for Year 2012
Invitation of Campaign Partner
We will email the details of the campaign to all our Friends of Macau and will
evaluate their interest to join the campaign. The interested travel agent will be invited
to join our first Friends of Macau gathering for a briefing on the details of the
campaign.
MGTO Support
 Advertisement in the popular travel and leisure magazines of the “Go! Macau”
campaign with all the campaign partner logos



Direct promotion to the general public during ITE and roadshow
Production of lucky draw boxes, leaflet and posters
Prizes for the lucky draw
Friends of Macau Promotion
 Distribution of “Macau Staycation” leaflets to the consumers
 ‘Go! Macau’ leaflets with lucky draw form and posters will be delivered to our
Friends of Macau for display and delivery to their customers
 E-newsletter to their loyal customers
 Lucky draw box to be placed at their outlets


Website / apps / SMS promotion
Encourage the campaign partners to include this campaign in their
advertisements
By launching this joint promotion campaign, we hope that “Macau” will be the first
destination that comes to Hong Kong people’s mind whenever they would like to have
a short trip to travel abroad.
2.2. Enhancement of the Travel Trade Database
In year 2011, we have re-categorized the Hong Kong travel agents into the following
groups/sectors:
Category A: Frequency Contact
Travel agents that are
(1) Large Macau Sales Volume
(2) Frequently advertise material related to Macau or
E newsletter to their members related to Macau products
41
Marketing Plan for Year 2012
(3) Frequently attend our events and activities
(4) Have a Positive Image
Category B:
Travel agents that sell Macau products and attend our events and
activities including networking meeting, fam tour, luncheon, etc
Category C:
Newly established travel agents that sell Macau products or willing to
sell Macau products
Category D:
A questionnaire regarding updating of their company profile will be
sent to all TIC members twice a year. Those who gave positive
response would fall into category D.
Over 90% of Category A has become our Friends of Macau and some of them have
already become our joint promotion partners. These Macau Friends also participate
actively in our events and seminar. The rest of category A (mainly the major inbound
travel agents) will also be invited to be our Friends of Macau by the end of this year.
By creating the close bond with Friends of Macau, we will get the most update market
intelligence for the market.
In year 2012, we will put more effort for an evaluation of Category B to seek for
potential travel agents to become our “Friends of Macau”. We expect to select around
10-20 travel agents from this category to be our Friends of Macau.
The number of newly established travel agents that fall in category C and travel
agents that are interested to do Macau business which fall in category D continue to
increase, thus, questionnaire regarding updating of their company profile will be sent
to them twice a year in order keep our database up to date.
By redefining the travel trade database, we can devise varying program and activities
that are selective and better serve the targeted travel agents.
Category
No. of Entities
A
35
(Friends of
Macau)
Main Focus
-
Continue opportunities for joint promotion
with MGTO
Frontline staff training at their office per
request
42
Marketing Plan for Year 2012
B
10-20
Potential Friends’
of Macau
Invite high potential travel agents to be
“Friends of Macau”
250
Introduce partners from Macau New
Development
E newsletter for product update
Mobilize them to nominate a representative to
attend our event and seminar
-
C
100 (expected)
D
250 (expected)
-
Invitation to our event and seminar
Include at our mail list of “What’s On” &
“MTT”
- Provide Macau trade information and contact
2.3. Enhancement of the “Friends of Macau” Programme
MGTO HK will invite potential travel agents from Category B to become our
“Friends of Macau” and these travel agents would also be classified in the below
categories:
(A) Major outbound travel agents in Hong Kong
(B) Travel agents that carry specified Macau products / packages
(C) Travel agents that focus on corporate / business travel
(D) Major online travel agents
(E) Major inbound travel agents
In the coming year, we would organize two gatherings for Macau Friends. The first
gathering will be organized in July mainly for briefing of the “Go! Macau” joint
promotion campaign. The second one will be organized at the end of year and
recruitment of new Macau Friends will take place at this event. In both gatherings, we
will obtain Hong Kong market intelligence from our Macau Friends, and provide an
effective platform for them to discuss Macau tourism promotion.
We would also request our Macau Friends who have not joined our ‘Go! Macau’
campaign to post the hyperlink of “Macau Staycation” in their websites and distribute
“Macau Staycation” flyers at their branches. By encouraging support from more travel
agents, we hope that we would create more coverage and exposure for the consumer
43
Marketing Plan for Year 2012
campaign as well.
2.4. Macau Government Tourist Office Spring Luncheon (Feb)
We will continue to organize Spring Luncheon to thank our travel trade partners’
support. The targeted guests will be the trade partners, travel agents, MICE organizers,
media representatives and association leaders. It is suggested to host the spring
luncheon once more at the Ballroom of Conrad Hotel Hong Kong because of the
location, floor plan, reliable service and quick response. As overwhelming response
has been received from the cash coupon for jetfoil tickets to the participants, we
would propose to keep this incentive in the 2012 Spring Luncheon.
2.5. Networking Meeting with Mini Mart (Aug)
Networking meeting has proved to be one of the best ways to provide business
opportunities for both HK and Macau trade. We, therefore, propose to continue
hosting this get-together event in year 2012. The format and programme of the event
will be similar to the previous networking meetings.
To align with our theme “Macau Staycation”, the presentation part will focus on
itinerary design in order to prolong the length of stay. The bloggers will be invited to
be our guest speakers to share their experiences in Macau. This will, hopefully, inspire
the Hong Kong travel agents to re-package Macau existing products to make them
more exotic fun and stylish.
2.6. Explore Side Trip for Cruise Tourists (Apr)
Cruise tourists are a clientele that have high disposable incomes. They are interested
in the quality and choice of side trips at ports of call. In year 2010, there are total
95,236 transit cruise passengers (Hong Kong is one of the transit stop in the whole
itinerary and the passengers will continue his/her trip on the same cruise). This pool of
high net worth customers is predicted to be increasing in near future. They could be
good target for re-directing visits to Macau.
As a result of the significant development of the cruise sector in Hong Kong, we
propose to organize a luncheon for the members of Advisory Committee on Cruise
Industry. These members are the key players in the cruise market and tourism industry.
One of the objectives of the committee is to foster co-operation with neighboring
44
Marketing Plan for Year 2012
coastal provinces for cruise itinerary development. By discussion with the committee
members, we would like to seek opportunities or learn more about how to re-direct
these high net worth cruise tourists for a side trip to Macau.
We also intend to keep close contact with the major inbound travel agents as they
have very close relationship with the cruise directors who are responsible for planning
short excursions for the cruise tourists. We will seek their advice and ideas on how to
encourage the cruise directors to include Macau in the itinerary.
2.7. Trade Partner Relations
We propose to organize visits / luncheons or host familiarization tours / product
update seminars for our stakeholders and trade partners subject to timing and
resources. The objectives are as follows:




To strengthen stakeholders and trade’s awareness of Macau’s latest developments
To maintain a good and extensive relationship with different organizations in the
trade sector.
To capitalize the opportunities to promote Macau
To enhance Macau’s market portfolio through re-directing overseas visitors from
Hong Kong
The targeted stakeholders & trade partners include:
 Management of stakeholders and trade bodies such as TIC (Feb / Mar)
 The Association of National Tourist Office Representatives in Hong Kong (May)
 BAR HK (International Airline) (Jul)
 The Society of the Golden Keys (Hotel Concierges) (Sept)
 Friends of Macau (Nov)
2.8. Information Dissemination
MTT & What's On will be sent out on a regular basis to our existing database of travel
agents and partners. Besides, event leaflets or posters will also be distributed to the
same group. Other information or souvenirs will be provided on request whenever
justified after evaluation.
We will also, from time to time, extend the distribution of MTT & What’s On to new
targeted groups especially those up-market segments.
45
Marketing Plan for Year 2012
Furthermore, it is of increasing importance to keep travel agents aware of our web
information and to ensure this information is effectively used.
3.
Media Relations
3.1 Media Thematic Familiarization Tours
“Macau Staycation – Bliss in Macau!” Media Tour (Jul)
To echo our consumer campaign, we will organize “Macau Staycation – Bliss in
Macau!” tours for both online and print media in Hong Kong. Aiming at spreading out
the key message of the campaign - Macau as the ideal location for vacation and fun,
the Hong Kong media will be able to experience the new, diversified and
family-friendly tourism products through the designated tours we suggested. We will
also assist the media in brainstorming stories and inspiring them on sketching out
tailor-made routines for their audiences / readers’ vacation in Macau.
Festive Familiarization Tour (May, Oct)
The festive familiarization tour provides an opportunity for the Hong Kong media to
have a real experience in all the unique festivals and events in Macau, and thus
encourages continuous and positive media exposure to arouse public’s awareness and
interests in these events. Experiences from the previous festive familiarization tours
told us that media enjoyed participating in this kind of festive tours a lot. The tours
also gave us a chance to broaden the network of different parties to foster
communication that helps to build a long-term cooperation in promoting Macau’s
unique cultural and festive events.
3.2. Product Update Luncheon Gathering
Product Update Luncheon
Product update luncheon will be organized for updating the Hong Kong media the
latest news and development in Macau. Presentations will be given to our guests.
Luncheon will be organized for the media from different categories such as foreign
correspondents, magazines, newspapers and new media. Through this kind of
gathering, our office can build a closer relationship with the media. Meanwhile, it can
be also seen as a platform for us to listen to their comments and thoughts regarding
Macau tourism development.
46
Marketing Plan for Year 2012
Product Update Gathering
Product Update gathering is also recommended to be organized for supporting the
“Macau Staycation – Bliss in Macau!” consumer campaign and the “Go! Macau”
trade partner program. The main purpose of this gathering is to inform the media with
the latest promotional campaigns from Hong Kong office to facilitate extensive
coverage in various media, which in turn attracts the awareness from Hong Kong
people. The gathering is proposed to be held in July after the launch of the two
campaigns. Family bloggers or online writers who participate in our designated tours
will be invited to share their experiences with the media.
3.3. Media Monitoring
Clipping house will be employed in assisting us with the news clipping services for
keeping track of the market intelligence update as well as the exposures of Macau
tourism in Hong Kong market. The collected news clippings will also be used for
compilation of our monthly and quarterly market intelligence reports.
3.4. Press Invitation
We will invite Hong Kong media to participate in MGTO’s press conference or events
or any media briefings that the Head Office requires our assistance in sending out
invitation in Hong Kong. In order to reach as many media as possible, we will keep
updating our comprehensive media list.
3.5. Media Requests and Sponsorship
Media requests and sponsorships will be handled under the instructions from the Head
Office. We will evaluate each media request and hand in a detailed evaluation to the
Head Office for consideration. Evaluation will be made based on certain criteria
including the coverage of Macau, reputation of the organization, details of the request
as well as feasibility of implementations etc. All media requests and sponsorships will
be subject to the Head Office’s final decisions.
47
Marketing Plan for Year 2012
4.
Advertising
Advertising is an important part of the promotion mix when doing the destination
marketing. In year 2012, we will employ a total media solution in which new media
will be used to complement traditional media in order to reach different target
segments. The media plan will include offline marketing channels such as traditional
print media, television, radio, outdoor, etc, as well as online marketing channels and
new media such as online search engine, social media, blog, weibo, podcast, mobile
marketing, etc. Basically, our advertising campaigns will focus on the following
promotional themes:
4.1. Thematic Promotion
In year 2011, we placed a number of ads for the promotion of “Experience Macau in 5
Senses”. In year 2012, we will make use of the new thematic advertisements provided
by MGTO to help reinforce the message of “Macau Staycation”. Advertising
placement will be planned to reach our target segments including families, female and
retired millionaires.
4.2. Promotion of Macau Events and Festivals
While branding Macau as a premium destination for vacation, there are lots of
traditional festivals and international events that complements the theme and some of
them have their specific target audience. For example, Macau Arts Festival for
cultural lovers, Macau Grand Prix for sports lovers, Macau Int’l Fireworks Display
Contest for mass public, etc. Therefore, we will engage different media to cover these
events and festivals all the year round.
4.3. Promotion of Major Campaigns in Hong Kong
Media plan integrated traditional and new media will be implemented to support the
major campaigns and events in Hong Kong. The purpose is to arouse public interest
and mobilize their participation in our activities. These include:
 “Macau Staycation – Bliss in Macau” consumer campaign
 “Macau Staycation – Go Macau!” trade partner program
 “Macau Staycation – Meet for Fun” business and MICE promotion
 Mini-roadshow and Macau Grand Prix Promotion
 Hong Kong International Travel Expo
48
Marketing Plan for Year 2012
4.4. Redirect Visitors Promotion
Hong Kong is an international hub. To attract more redirect visitors to Macau, we plan
to advertise at Hong Kong International Airport and also in selected media targeted at
the expatriates in Hong Kong
4.5. MICE Promotion
To promote Macau as the business tourism destination among overseas visitors and
MICE potentials in Hong Kong, we will place MICE-themed ads at different channels.
For details, please refer to the business and MICE section below.
49
Marketing Plan for Year 2012
5.
Business and MICE
Hong Kong office will conduct a series of marketing activities in alignment of the
promotional concept of “Macau Staycation”. We will use “Macau staycation – Meet
for Fun” to strengthen Macau’s stylish and entertaining appeal for promoting business
tourism. First, product development with creative content focusing on “staycation”
and “fun” elements of Macau serves as a ground for all the above the line and below
the line activities. Second, we will step up our promotion effort to further capitalize
local market potentials by fostering strategic partnership with key players such as
trade show organizers, associations, corporate decision makers, event organizations
and corporate travel agencies. We will leverage on their efforts to reach the respective
market segments. As a new marketing initiative, we will increase our presence in
international trade shows in Hong Kong so as to reach out more overseas business
visitors. Third, we will motivate and involve Macau MICE trade to create business
connectivity involving product update and networking opportunities to drive actual
business. Last but not least, we will continue strengthen branding of Macau as a
premier destination for business travelers.
Objectives
In year 2012, HK office will look into a wider scope of business tourism sector which
consists largely of overseas business arrivals and local market potentials. The
objectives for promoting business tourism are as follows:
 To increase awareness of Macau’s branding as an exciting and diversified
destination for business travelers
 To promote business-travel-related products so as to prolong the length of stay
 To drive business from Hong Kong market especially for meetings and
incentives
Market Segments
As mentioned in the previous section, there are four market segments for business
tourism promotion in year 2012. They are:
 Overseas tradeshows attendees in Hong Kong
 Local business entities including international business firms residing in Hong
Kong
 Local and international trade associations, NGOs and chambers of commerce
 Industry key players including event management companies, event and
exhibition organizers and corporate travel agencies
50
Marketing Plan for Year 2012
Chart: Market Segments of Business Tourism Promotion
Activities
5.1. Participation in International Trade Shows in Hong Kong (Apr, Sept
& Oct)
Objective: To Increase awareness of overseas visitors of Macau’s branding
Target: Overseas visitors attending tradeshows in Hong Kong
Promotion in selected international trade shows in Hong Kong is considered as most
direct means to introduce Macau to mass groups of overseas buyers and exhibitors
from different regions. We will target at major tradeshows in Hong Kong especially
during peak show season in April, September and October. We propose to consider the
following shows which have impressive track records of generating extensive
overseas quality buyers:
Fair Name
Fair Date
Venue
Exhibitors
Visitors
12 - 23 Apr 2012
AWE
140
40,000
Hong Kong Jewelry &
19 - 25 Sept 2012
Gem Fair
HKCEC
135
44,000
Electronic Asia
13 - 16 Oct 2012
HKCEC
606
32,895
China Sourcing Fair
12 - 23 Oct 2012
AWE
180
50,000
China Sourcing Fair
51
Marketing Plan for Year 2012
With focus on pre or on the show promotion, we would consider different channels
such as advertising in show catalogues and trade publications, pre or post tour for
qualified premium buyers, or setting up booths inside or out of the exhibition halls.
The format of participation is subject to availability and further negotiation with the
organizers and head office.
5.2. Target Group Luncheons with Presentation
Target group luncheons with powerpoint presentation creates an ideal platform for
specific sectors to update them with latest development of Macau. It strategically
gathers small groups having the same interest so as to help us to cultivate in-depth
relationship with target groups. Therefore, we propose to organize three round table
luncheons in year 2012 targeting different groups for opinion exchange and it serves
as an initiative step to explore further cooperation:
Target:
 Official travel agencies appointed by international tradeshows (Mar)
 Influential chambers of commerce in Hong Kong (Apr)
 Selected associations with high potential to host off site conferences (May)
5.3. “Meet for Fun in Macau” Corporate Evening Cocktail (Sept)
Objective: To showcase Macau as a preferred destination for corporate entertainment
Target: Corporate in-house events planners, travel department
To echo our marketing theme “Macau Staycation – Meet for Fun!”, we propose to
adopt a different style of event-based promotion by hosting a themed evening cocktail
party. Apart from presentations from Macau trade, incentive ideas such as team
building demonstration will be added to showcase Macau as a fun-filling destination.
To enrich the content, we will explore unique attractions and entertainment options
and promote them as a new MICE cluster outside the meeting room so as to attract
event organizers that are looking for different and creative activities.
To add on the Macau’s flavor in the party, we propose to engage a team of corporate
entertainment from Macau trade such as Venetian entertainment or the House of
dancing water to engage some live show performance. Special design decoration and
exceptional venue will be considered to make the party unique and memorable so as
52
Marketing Plan for Year 2012
to attract quality attendance. Also, since the corporate representative(s) are busy
business executives, evening cocktail is preferred format to guarantee high
attendance.
5.4. Itineraries & Product Development: “Macau – Your sure win
destination “Booklet (Feb- Mar)
Objective: To promote business travel related products so as to enrich travel
experience and increase the length of stay of our target segments
Target: All market segments
Apart from the promotional activities, production on itinerary development with real
success stories is also a new initiative of year 2012. These will expand the spectrum
of Macau’s MICE offerings. Resources will be allocated to produce both printed and
E- flyers to highlight the various itineraries and stories to suit for different needs.
Experienced production houses with copyright will be appointed for production while
Hong Kong office will collect testimonial from the clients.
5.5. Familiarization Tours
Familiarization tour is an effective approach to let the guests to experience the new
and diverse offerings of Macau business tourism development. As a new initiative, we
will add fun and excitement in the tour itinerary to let the guests experience the real
excitement that Macau can offer.
Objective: To impress guests on Macau as a truly fun and entertaining destination for
MICE
Target:
 Corporate incentives decision makers (Oct)
Macau is a distinguished destination with dynamic corporate entertainment offerings
for Hong Kong corporate. A fam tour is organized to a selective group of corporate
incentives decision makers with high potentials in planning incentives. Preferences
will be given to those with track record of annual staff or clients events, according to
our database enhancement. Apart from site inspection in hotel and special off site
venues, we will engage local service providers jointed with their efforts to inspire the
corporate decision makers on incentive planners on the exceptional advantages of
Macau as a preferred incentive destination.
53
Marketing Plan for Year 2012
 Event organizers & MICE travel agency (Mar)
Event organizers and MICE travel agencies are intermediate and advisers that can
influence the destination selection of events owner. Thus it is necessary to keep these
group of practitioners updated with the recent development of Macau travel products.
Moreover, it is recommended that networking time with local MICE trade to be
included in the itinerary so as to build up contacts for business generation.

Selected Associations decision makers with high potential to host off site
conferences (Nov)
Based on the leads generated from Association luncheon, we will organize a fam tour
targeting selective associations leaders to provide them with the up-to-date knowledge
on Macau new attractions and latest development. Our aim is to leverage on their
influential network to promote Macau as a fun & exiting destination to their members.
5.6. Christmas Themed Party (Dec)
Objective: To foster industry networking and build up closer relationship with MICE
sector
Target: Chambers of commerce, Corporate, MICE agents, DMCs, Associations
To sustain continuous industry cooperation and connectivity, it is suggested to
organize a theme party during Christmas season highlighting the selective success
stories of meetings and incentives organized in Macau. By making use of the festive
season, the party can serve as not simply as a get-together networking function but
also an integrated part of our promotion tactics along the year to encourage other
event users to plan their future events to Macau again. Participants from chambers of
commerce, Corporate, MICE agents, DMCs as well as Association leaderships will be
included in the invitation list.
5.7. Sponsorship & Presentation at Chamber Events / Business Luncheon
/ MICE media (Jan – Dec)
Sponsorship is regarded as a cost effective penetration to the highly recognized
industry events that will enhance destination branding of Macau. Local & foreigner
business entities such as Hong Kong General Chamber of Commerce have frequently
organized high profile events such as luncheons, cocktails and award ceremony for
senior executives from different industries. Our objective is to leverage on these high
54
Marketing Plan for Year 2012
quality events to promote the new appeal of Macau to senior business executives.
Separate proposal on the targeted events will be submitted for HO’s evaluation on an
individual basis.
5.8. Database Update and Enhancement
Database improvement is a continuous effort which serves as the fundamental step for
our marketing activities. Based on our revised database structure this year, we will put
further in-depth efforts in understanding the business nature and market potentials of
the contacts in our database. A detailed profile of individual contact will be created
and updated on regular basis. The company nature and history of events will be
researched. For those staging events in Macau, comments will be collected to enhance
the market intelligence of our database.
5.9. Branding & Advertising
Advertising in selected business publications will serve as a supporting tactics to
further strengthen the branding to a wider scope of business executives. Apart from
printed and online advertising, we will channel into several business hubs to reach out
frequent business travelers arriving in Hong Kong. The promotion channels include
Hong Kong International Airports, Airport Express, convention centre and advertising
in central business districts.
55
Marketing Plan for Year 2012
Tentative Timeline
2012
Major Activities
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
1. Consumer
1.1 "Macau Staycation - Bliss in Macau"
Campaign
‧Fam Tour for Bloggers/Online Writers
‧Booklets & Flyers Production
‧Promotion & Publicity
1.2 Roadshow & Exhibition
‧"Macau Staycation - Bliss in Macau!"
‧The 58th Macau Grand Prix
1.3 The 26th HK Int'l Travel Expo
1.4 The Chinese New Year Night Parade
1.5 Fam Tours for Selected Target Segments
‧Fam Tour for Women Associations
2. Travel Trade
2.1 "Go! Macau" Joint Promotion
‧Fam Tour for Major Outbound Travel Agents
‧Online & Outline Promotions
‧Direct Incentives for Customers
2.2 Enhancement of Travel Trade Database
2.3 "Friends of Macau" Programme
‧"Friends of Macau" Gatherings
‧Fam tour
2.4 MGTO Spring Luncheon
2.5 Networking Meeting with Mini-mart
2.6 Luncheon with Advisory Committee on
Cruise Industry
2.7 Trade Partner Relations
‧Fam Tour for TIC
‧Luncheon for Int'l Airline
‧Luncheon for ANTOR HK
‧Dinner for Hotel Concierges & Front Office
Managers
56
Marketing Plan for Year 2012
Tentative Timeline (cont’d)
2012
Major Activities
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
3. Media Relations
3.1 Familiarization Tours
‧"Macau Staycation - Bliss in Macau!" Media
Tour
‧Festive Fam Tours
3.2 Product Update Luncheon & Gathering
3.3 Media Monitoring
3.4 Press Invitation
3.5 Media Requests & Sponsorship
4. Advertising (all year round)
5. Business & MICE Market
5.1 Participation in Int'l Trade Shows in HK
5.2 Target Group Luncheons & Presentation
‧Travel Agencies Appointed by Tradeshows
‧Chambers of Commerce in Hong Kong
‧Selected Associations
5.3 "Meet in Macau for Fun" Corporate
Evening Cocktail
5.4 "Macau - Your Sure Win Destination"
Booklet Production
5.5 Familiarization Tours
‧Corporate Incentives Decision Makers
‧Event Organizers & MICE Travel Agency
‧Selected Associations
5.6 Christmas Themed Party
5.7 Sponsorship & Presentation at Chamber
Events
5.8 Database Update & Enhancement
5.9 Branding & Advertising
57
Marketing Plan for Year 2012
Budget
Item
HK$
HK$
1. Consumer
1.1
1.2
1.3
1.4
"Macau Staycation - Bliss in Macau" Campaign
- Fam Tour for Bloggers/Online Writers
150,000.00
- Booklets & Flyers Production
500,000.00
- Promotion & Publicity
350,000.00
Roadshow & Exhibition
1,050,000.00
- "Macau Staycation - Bliss in Macau!"
350,000.00
- The 57th Macau Grand Prix
700,000.00
The 26th HK International Travel Expo
1,300,000.00
- Space Rental
730,000.00
- Booth Design & Construction
420,000.00
- Operation & Logistics
150,000.00
The Chinese New Year Night Parade
500,000.00
- Participation Fee
100,000.00
- Float Design & Production
350,000.00
- Performance & Logistics
1.5
1,000,000.00
50,000.00
Fam Tours for Women Associations
10,000.00
2. Travel Trade
2.1
"Go! Macau" Joint Promotion
1,500,000.00
- Fam Tour for Major Outbound Travel Agents
- Online & Outline Promotions
- Direct Incentives for Customers
2.2
Enhancement of Travel Trade Database
2.3
"Friends of Macau" Programme
0.00
150,000.00
- "Friends of Macau" Gatherings
- Fam tour
2.4
MGTO Spring Luncheon
300,000.00
2.5
Networking Meeting with Mini-mart
150,000.00
2.6
Luncheon with Advisory Committee on Cruise
Industry
7,000.00
Budget (cont’d)
58
Marketing Plan for Year 2012
Item
2.7
HK$
Trade Partners Relations
HK$
150,000.00
- Fam Tour for TIC
- Luncheon for Int'l Airline
- Luncheon for ANTOR HK
- Dinner for Hotel Concierges & Front Office
Managers
3. Media Relations
3.1
Familiarization Tours
10,000.00
- "Macau Staycation - Bliss in Macau!" Media Tour
- Festive Fam Tours
3.2
Product Update Luncheon & Gathering
50,000.00
3.3
Media Monitoring
50,000.00
3.4
Press Invitation
0.00
3.5
Media Requests & Sponsorship
0.00
4. Advertising
4
Advertising
- Print Media
- Broadcast
4,500,000.00
1,000,000.00
250,000.00
- Outdoor
1,000,000.00
- Online & New Media
1,500,000.00
- HK International Airport
750,000.00
Other Activities
Year Round Activities
- Distribution of What's On & Macau Travel Talk &
E-newsletter
480,000.00
300,000.00
- PR Entertainment
50,000.00
- Fam tour & Meeting Allowance
50,000.00
- Courier Service
8,000.00
- Subscription of Macau Newspapers & Publications
2,000.00
- Membership & Other PR events
20,000.00
- Christmas Gifts
50,000.00
Destination Marketing – Total
11,207,000.00
59
Marketing Plan for Year 2012
Budget (cont’d)
Item
5. Business & MICE Market
5.1
5.2
HK$
Participation in Int'l Trade Shows in HK
HK$
500,000.00
- Global Sources
300,000.00
- Electronic Asia
100,000.00
- Hong Kong Jewelry & Gem Fair
100,000.00
Target Group Luncheons & Presentation
50,000.00
- Travel Agencies Appointed by Tradeshows
- Chambers of Commerce in Hong Kong
- Selected Associations
5.3
5.4
"Meet in Macau for Fun" Corporate Evening
150,000.00
Cocktail
- Meeting Package
100,000.00
- Event Promotion
25,000.00
- Production & Operation
25,000.00
"Macau - Your Sure Win Destination" Booklet
250,000.00
Production
- Design & Layout
- Printing & Production
5.5
Familiarization Tours
10,000.00
- Corporate Incentives Decision Makers
- Event Organizers & MICE Travel Agency
- Selected Associations
5.6
Christmas Themed Party
75,000.00
- Venue & Cocktail Package
65,000.00
- Production & Operation
10,000.00
5.7
Sponsorship & Presentation at Chamber Events
5.8
Database Update & Enhancement
5.9
Branding & Advertising
100,000.00
0.00
500,000.00
- Print Media
- Outdoor Banner During Trade Show Seasons
- Online Media
Business & MICE - Total
1,635,000.00
Grand Total (HK$)
12,842,000.00
Grand Total (MOP$)
13,252,944.00
60
Appendix
Appendix
61
Appendix
EVENT DETAILS
1. Consumer Promotion
1.1 “Experience Macau in Style” Tours and Booklets (Jun – Dec 2010)
In 2010, MGTO(HK) targets not only to promote tangible tourism products and
services to the Hong Kong residents, but also to enhance visitor experience with
intangible values. Moving forward from “Experience Macau” to personal “Macau
Experience”, the launch of “Experience Macau In Style” campaign is a brand new
sensational journey to explore the uniqueness of Macau by the 5 senses namely ‘See,
Hear, Feel, Touch and Taste’ led by the famed stylish celebrities in Hong Kong.
Celebrity endorsement is a crucial element in this marketing campaign. We invited 5
celebrities to conduct sensational tours in Macau. Promotional booklets were printed
for distribution to different segments including travel trades, consumers and media
which helped to maximize media exposure as well. The 5 celebrities invited are as
follows:
Sensational Tours
Celebrities
Theme
(1) Culinary Voyage
(2) Star Recipe and Cooking
Demonstration
(3) Sharing with local chefs
Taste Macau In Style
Ms Kit Mak
See Macau In Style
Prof. Tony Mok
(1)International & local Festivals and
Events
(2)Shows and Entertainments
(3) Local Arts and Museums
Feel Macau In Style
Mr. Perry Lam
(1) Religious Architecture
(2) Macau World Heritage
(2) East Meets West
(3) Modernism and Antiquity.
Hear Macau In Style
Mr. Yan Hui Chang
(1) Events and Festivals
(2) Music in hotels,
(3)Live music
(4) Local Sounds.
Touch Macau In Style
Ms. Mary Cheung
(1) Leisure
(2) Shopping
(3) Spa and Treatments.
62
Appendix
1.2 Campus Promotion – penetration of young adult segments(Sep – Nov 2011)
This year, we have penetrated the young adult market segment and had launch
promotional campaign for the tertiary students between September to November in
order to encourage them to select Macau as their short-haul destination. We have
delivered leaflets in campus lockers and door signs in student halls at Hong Kong nine
major university institutes by showcasing them the fascinating events and festival of
Macau in the 4th quarter.
Advertisement was nonetheless shown in Cult Magazine and a comprehensive survey
was conducted in an attempt to study the travel patterns of undergraduates in terms of
their perception towards destination image of Macau, travel companion, budget,
purposes and frequency of visit which will be used as valuable resources for our
marketing strategies.
1.3 The 57th Macau Grand Prix Roadshow (2-3 Oct 2010)
Co-organized by the Macau Government Tourist Office (MGTO) and Macau Grand
Prix Committee (MGPC), the 57th Macau Grand Prix Roadshow was held on October
2nd to 3rd at the Ocean Terminal Main Concourse, Harbour City, Tsim Sha Tsui as an
eye-catching event to promote Macau Grand Prix. The Roadshow successfully
attracted about 100,000 audiences.
MGTO had set up the exhibition area that showcased racing cars and motorbikes to
furnish audiences with a tangible stimulus. The stimulators also provided visitors an
experience of the challenging race track route of Macau. The highlight of the event
was the stage performance; the show featured two famed celebrities namely Ms.
Diana Rodario and Mr. Michael Lam. The former is a female car racing hero from
Macau and the latter is a local car racing fan. They shared a myriad of Grand Prix and
car racing info with audiences that could deepen the public’s understanding towards
Grand Prix.
1.4. Market Wise Research on Hong Kong Tourists Behavior (Dec 2010)
For the sake of understanding current market situation and trend of tourist behaviors
in Hong Kong, professional and comprehensive research were conducted by
MGTO(HK) in December 2010. Professional research company – Consumer Search
was selected to conduct a series of focus group research for target segments.
63
Appendix
Specifically, MGTO has looked into the traveling behavior of families with children,
office ladies, retirees and housewives in terms of Macau destination image, tourism
elements and their travel objectives and needs. The findings have equipped
MGTO(HK) to design tailor-made marketing campaign to target these segment
accordingly.
1.5 Macau Corner (Dec 2010 – Jun 2011)
MGTO HK targets the major middle to up-market clubhouses, sport clubs and social
clubs that attract capable or retired spenders to meet socially. We promoted Macau to
these club members using 3 different means:
A) Set up a Macau corner / area of display for Macau tourist information,
promotional materials and 15 stylistic booklets selected from Livraria Portuguesa
at Macau Jockey Club during Nov and Dec.
B) “What’s On?” and 3 Macau stylistic booklets including Colours of Macau (繽紛的
澳門), Cinquenta Anos Num Olhar (瞬間五十年) and Macau Colours of Culture
(澳門文化豐彩) are sent to the below club houses , which were put at their club
reading corner or library for their member free reading:
China Club
Hong Kong Bankers Club
Chinese Recreation Club
Hong Kong Football Club
Clearwater Country Club
Hong Kong Golf Club
Gold Coast Yacht & Country Club
Kowloon Cricket Club
The Aberdeen Marina Club
1.6 HKTB Chinese New Year Night Parade (3 Feb 2011)
Macau Government Tourist Office (MGTO) participated in the “Cathay Pacific
International Chinese New Year Parade” organized by the Hong Kong Tourism Board
on 3 February 2011. MGTO Director João Manuel Costa Antunes attended the Night
Parade and presented the “Experience Macau” float along with other performers and
floats coming from 11 countries and at the same time, wishing everyone a prosperous
year ahead.
To celebrate the Chinese New Year, MGTO employed ‘Experience Macau’” as the
theme of the float, it was decorated in golden color with traditional Chinese scroll at
the back. There were a series of circular light-boxes with sparkling fireworks lighting
on both sides of the float to show “Experience Macau with the 5 Senses” - See, Taste,
64
Appendix
Feel, Hear, Touch. The festive images, new and traditional attractions, Ruin’s of St.
Paul’s and colorful ribbon were used to showcase the dynamics and diversity of
Macau. The hopping rabbits on top implied the steady development of Macau tourism
to become an international tourist destination.
1.7. Product Update Luncheon for Women Associations (27 Apr 2011)
Event details
Date: 27th April 2011
Time: 12:30 – 14:30
Venue: Club Lusitano
Participants :
18 (including guests & HK reps)
Programme :
Casual Networking luncheon with presentation to update guests
the latest tourism development in Macau
Purposes
 To attract growing richer women market to go travelling in Macau
 To keep closer relationship with different women associations and clubs
 To update guests’ update with the latest Macau's development and MGTO
promotional activities
 Social networking platform between MGTO and those women associations

To share their opinions and views on what makes Macau as an ideal travel
destination for them
Participants List:
65
Appendix
Associations
Association of Women Accountants (Hong
Kong) Limited
Representative
Title
Ms. Chung Yim
Ling, Karie
President
Association of Women Accountants (Hong
Kong) Limited
Ms. Barbara Kwok
Vice President
2
3
4
5
The Helena May
Hong Kong Federation of Women Lawyers
Hong Kong Federation of Women Lawyers
Ms. Betty Simpson
Ms. Anne Chen
Ms. Diana Hwang
General Manager
President
Vice President
6
Hong Kong Federation of Women
Prof. Peggy Lam
Chairperson
Chair, International
Relations
1
7
Hong Kong Association of University Women Ms. Julia Woo
China-HK
Executive
Women's
Golf
8 Association
Ms. Peony Choi
China-HK
Executive
Women's
Golf
9 Association
Ms. Brenda Kan
10 Chinese Woman Composers' Association
Ms. Wang Qiang
Ms. Sau Wai Peggy
11 Hong Kong Women Teachers’ Organization Ching
12 Women's Federation for World Peace, HK
Ms. Yuen Wah Ho
Chairlady
Business Associates
President
Executive Committee
Member
Chairlady
1.8. Macau Fun Every Month – Mini-roadshow (21-22 May 2011)
In promoting our trade campaign – Macau Fun, Every Month to Hong Kong consumer,
we organized a roadshow at the lobby, G/F of Miramar Shopping Centre on 21-22
May 2011, with an aim to achieve both branding and product promotion to the mass
public through this 2-day roadshow at one of the busiest shopping district of Hong
Kong.
Event details
Event name
Macau Fun, Every Month Mini Roadshow
Date
21-22 May 2011 (Saturday to Sunday)
Venue
Lobby, G/F, the Miramar Shopping Centre, Tsim Sha Tsui
Exhibition Area
Size: 290 sqft
- Interactive Panel for Macau Fun, Every Month content
- Display for ‘Experience Macau in style’ booklet
- MGTO booth
Content
1.9. The 25th Hong Kong International Travel Expo (9-12 Jun 2011)
It is an important travel exposition held annually in Hong Kong. MGTO participated
and was one of the supporters of the event.
66
Appendix
MGTO’s booth sized 240-square meters, and it accommodates 39 co-exhibitors from
the Macau travel trade & MICE sector. By showcasing the major city icons, the
Macau booth was specially designed to showcase the theme "Experience Macau" with
Portuguese-style architecture and the floral emblem of Macau – Lotus as the frontage.
A cocktail reception was held on the first trade day to greet the trade partners, while a
consumer-targeted game was held on the 2 consumer days to draw attention as well as
to educate the visitors about Macau. Moreover, two on-site seminars were held on
consumer days to promote "Experience Macau in Style" Campaign to the public.
An "Experience Macau!" familiarization tour was organized on 8tj June for ITE
hosted buyers to visit Macau's World Heritage, unique tourist spots and new hotels
and MICE facilities, to showcase Macau's potential in leisure and business tourism
development. 20 guests from Taiwan, Singapore, China, Russia and Cambodia
participated in the tour to visit the world heritage sites and tourist attractions in
Macau.
2. Travel Trade
2.1 Dinner & Presentation for Concierges & Front Office Managers (20 Aug
2010)
A Dinner & Presentation for Concierges & Front Office Managers was held on 20th
August 2010 at The Mira Hong Kong. The hotel concierges and front office
managers furnished all services for hotel guests encompassing making
recommendations for tours and excursions. Given that international visitors used to
travel Macau via Hong Kong, we aimed to give them up-to-date information on
Macau’s new attractions and latest developments so that they can be able to promote
Macau to their hotel guests as another ideal tourist destination.
A total of 70 concierges and front office manager attended the dinner, participants
stated that the event acted as a socializing platform and also appreciated the
informative presentation that equipped them to answer the enquiries of visitors toward
Macau tours effectively.
2.2 “Experience Macau Tour” Joint Promotion with Hong Kong Travel Agents –
Phase 2 - See the Difference Promotion (20 Sept – 22 Nov 2010)
The Second phase of the joint promotion was targeted on Art & Culture Lovers. The
67
Appendix
‘Clouded Moonlight: Jinling School Paintings of Late Ming & Early Qing Dynasties
from Nanjing Museum Collection’ Exhibition (六朝煙月—南京博物院藏明未清初
金陵畫派精品展) was organized in September, hence giving out free admission to
Macao Museum of Art, arouse both Cultural or non cultural lovers to “see” the
difference of Macau. Consumer(s) who bought a minimum of 1 night stay hotel
package with ferry or Heli Express tickets at the selected travel agents were eligible to
get 1 free admission ticket of the Macao Museum of Art. A total of 10 Hong Kong
travel agents had enrolled the promotion and the list is as follow:
EGL Tours Co., Ltd
Shun Tak Travel Services Ltd
Hong Thai Travel Services Limited
Smart Holiday
HYFCO Travel Agency Ltd
Sunflower Travel Service Ltd
Miramar Travel
Travel Expert Ltd
Morning Star Travel Service Limited
Westminster Travel Ltd
2.3 Familiarization Tour – Society of Golden Key of Hong Kong (24-25 Sept
2010)
In order to meet with MGTO market direction and to diversify the source markets for
Macau visitors, MGTO HK organized a familiarization for the members of the
Society of the Golden Keys of Hong Kong on 24 to 25 September 2010.
A total of 25 golden key members attended the tour and reflected that they have
obtained updated information about Macau and their experience also helped them to
deliver the positive image of Macau and made more persuasive recommendations to
their hotel guests.
2.4 Hong Kong and Macau Travel Trade Networking Meeting (29 Oct 2010)
A networking meeting for Hong Kong and Macau Travel Trade was organized by
MGTO HK on 29 October 2010. This bi-annual event had the clear objective of
providing an update for the Hong Kong travel agents with the latest Macau tourism
development as well as to provide a platform where Hong Kong travel agents could
network with Macau trade partners to enhance mutual cooperation.
The event was held at the Mira Hong Kong and attracted 83 Hong Kong travel agents
and 43 Macau trade to attend. The networking meeting was divided into 3 sections.
For the commencement, it was a general presentation by MGTO HK on the topic of
Macau key tourism indicators and promotion strategies. In order to brief audiences
68
Appendix
with up-to-date tourism development, new Macau trade partners including City of
Dreams, the House of The Dancing Water and the new jetfoil service provider Macao Dragon were invited to present their new product and services.
The second part was a mini mart section. It was the first time we assigned tables and
seats for each Macau Trade. We have received positive comments towards the new
mini mart section for business negotiation. Thirdly, a buffet lunch was then furnished
after the mini mart for the sake of enabling two parties to network in a relaxing
atmosphere and followed by a lucky draw section to further stimulate the delighting
atmosphere.
2.5 Experience Macau Tour” Joint Promotion with Hong Kong Travel Agents –
Phase 3 –Taste the Difference Promotion (22 Nov– 31 Dec 2010)
The 3rd phase of the joint promotion was held in the end of this year, thus we gave a
free ‘toast’ for the Hong Kong tourists by wishing them to have a good new start to
the New Year and celebrate their fruitful year. The promotion theme was for
‘celebration’, consumer(s) who bought a minimum of 1 night stay hotel package with
ferry or Heli Express tickets at the selected travel agents were eligible to get 1 free
wine tasting ticket of the Wine Museum. A total of 11 Hong Kong travel agents have
enrolled the promotion and the list is as follow:
China Travel Service (HK) Ltd
Morning Star Travel Service Ltd
EGL Tours Co., Ltd
Shun Tak Travel Services Ltd
Farrington American Express Travel Services
Sunflower Travel Service Ltd
Hong Thai Travel Services Limited
Travel Expert Ltd
HYFCO Travel Agency Ltd
Westminster Travel Ltd
Miramar Travel
2.6 ‘Friends of Macau’ Gathering (29 Dec 2010)
Since 2003, MGTO HK has made continuous efforts to penetrate the travel trade
industry in Hong Kong and had maintained close and frequent contact with them for
Macau’s updates. In 2010, we had launched the ‘Friends of Macau’ programme to
capture the pool of ‘Macau friends’ and reinforced their bond with Macau, benefit
from the regular intelligence and market update from the Hong Kong travel trade
towards Macau could be obtained.
A kick-off gathering was launched in Hotel LKF by Rhombus on 29 December 2010;
69
Appendix
the gathering was aimed as a friendly networking and idea exchange platform for the
participants. We have successfully invited 19 travel agents in HK to enroll as Macau’s
friends and 35 representatives attended the gathering supportively. A general
presentation by MGTO(HK) on Macau infrastructure development was delivered,
followed by an open discussion on Macau tourism and trade-related issues with
written questionnaire furnished. An interactive game in the latter stage has pushed the
atmosphere to the climax. We have received valuable comments from our friends on
Macau trade and tourism development and networked with our friends additionally.
2.7 Spring Luncheon (11 Feb 2011)
To celebrate the Year of Rabbit, Macau Government Tourist Office (MGTO) hosted a
spring luncheon at Conrad Hong Kong on 11 February 2011 to thank and greet 195
representatives from the local travel trade, MICE partners and media friends for their
support in the development of Macau tourism in the previous year.
Guests participated in the gathering include Mr. Philip Yung, Commissioner for
Tourism of Commerce and Economic Development Bureau, Mr. Li Xue Dong,
Deputy Director of Asia Tourism Exchange Centre, Mr. Anthony Lau, Executive
Director of Hong Kong Tourism Board, and Mr. Michael Wu, Chairman of Travel
Industry Council of Hong Kong, and many others who all shared the joy of the spring
gathering.
2.8 Familiarization Tour for Product Managers to Experience Macau in Style
(25-26 Feb 2011)
It was designed for front line products mangers that were responsible of designing
Macau-related travel products to participate in this familiarization tour. The theme of
the itinerary is ‘Experience Macau in Style’, meaning to promote the stylishness of
Macau encompassing new purpose-built attractions as well as cultural attractions.
Specifically, the tour was aimed to achieve the followings objectives:
 To ensure product managers have up-to-date knowledge on Macau new attractions
and latest developments so they can thus design new travel products
 To establish a closer relationship with the product managers of travel agents
 To promote the stylish side of Macau to products mangers
Itinerary
Day 1
09H00
09H30
4 March, 2011 (Fri)
Gathering at TurboJet Premier Lounge
Departure from Hong-Kong by Jetfoil
70
Appendix
10H30
11H00
12H15
13H15
15H00
16H30
17H30
18H30
20H00
Arrival at the Macau Ferry Terminal
Planetarium 3D show at the Macau’s Science Center
Visit the Mandarin Oriental Macau Hotel & “One Central Mall”.
Lunch
Visit the Mandarin House, passing by the S. Lawrence Market
Visit Macao Giant Panda Pavilion
Check in Hotel
Dinner
Enjoy the “House of the Dancing Water” show
Day 2
5 March, 2011 (Sat)
Breakfast at Hotel
Check-out from Hotel
Visit Malo Clinic Health & Wellness
Visit Galaxy Macau
Visit Caesar Golf
Lunch
Departure by Jetfoil to Hong-Kong
09H00
09H30
10H30
12H00
13H00
15H30
2.9 Familiarization Tour for ANTOR (11 Mar 2011)
By providing a familiarization tour for ANTOR HK members, we would like to
achieve the following objectives:

To establish a closer relationship with the members.
 To introduce the participants to the up-to-date knowledge on Macau’s new
attractions and latest developments.
 To arouse enthusiasm from members in choosing Macau for their events in order
to foster business opportunity.
Participants are as follows:
Company
Name
Title
Tourism Australia
Ms Carmen Tam
Manager, HK & S.China
VisitBritain
Ms Jane Fong
ATOUT France - France Tourism
Development Agency
Ms Yolanda Chan
Manager, HK & S.China
Hong Kong Tourism Board
Mr Alan Chan
Assistant Manager, Trade
Marketing (South &
Southeast Asia)
Malaysia Tourism Promotion Board
Ms Elsa Ho
Marketing Manager
Switzerland Tourism
Ms Casey Liu
Chief Representative, HK
Manager, HK & Greater
China
71
Appendix
& S.China
Tourism Authority of Thailand
Mr. Warren Kong
Marketing Manager
U.S. Consulate General - Hong Kong &
Macau
Ms. Kimmy Lee
Commercial Specialist
Consulado General de España en Cantón
Mr Ferran Priestley
David
Consejero de Tourismo de
España
ANTOR HK
Mr Stephen Wong
Advisor
Guam Visitors Bureau
Ms Amy Lee
Account Director
German National Tourist Office , Hong
Kong and South China
Ms Katrin Yeung
Representative China &
HK
Tourism New Zealand c/o New Zealand
Consulate General
Mr Ivan Chan
Market Development
Manager, HK & S.China
MGTO HK
Mr. Stanley Mok
General Manager
MGTO HK
Ms. Sherry Yu
Officer
Itinerary:
09H00 Departure from Hong Kong to Macau
10H00 Arrival at Macau Ferry Terminal
10H30 Visit the Galleries and Planetarium 3D show at the Macao Science Center
11H45
Lunch
13H30 Site inspection of Mandarin Oriental Macau and One Central Mall
14H30 Visit Mandarin House
15H30 Visit Macao Giant Panda Pavilion
16H30 Visit Galaxy Macau
18H00 Dinner
20H00 Enjoy the House of the Dancing Water show
22H30 Departure from Macau to Hong Kong or free stay at Macau
2.10 Familiarization Tour for International Airlines (25-26 Mar 2011)
By organizing a Familiarization Tour for International Airlines, we would like to
achieve the following objectives:
-
-
To establish a closer relationship with the international airlines in Hong Kong
To introduce the participants to the up-to-date knowledge on Macau’s new
attractions and latest developments, so that they can recommend to their HQ to
include promoting Macau as a destination
By showcasing the business opportunities of Macau Airport to attract the airlines
to open a new route to Macau.
72
Appendix
Participants List:
12 airline country managers / representatives and 2 staff from MGTO HK rep
Representative
Title
Airline
Air Canada
Ms. Vanessa Ma
Account Manager - Corporate
Air-India Limited
Mr. D. Kishore
Regional Manager - Asia Pacific
Air New Zealand
Ms. Tso Yee Mei, Julia Senior Account Manager
Cathay Pacific Airways
Ms. Chitty Cheung
General Manager Sales, PRD &
HK
China Airlines Ltd
Mr. Ding Chang Sheng Manager - Accounting
Department
Hong Kong Airlines Limited Mr. Wan Cho Kin
Manager, Sale Planning
Hong Kong Dragon Airlines
Ms. Grace Lee
Head of Corporate
Communications
Jet Airways (India) Ltd
Mr. Wu Yang Chung
Airport Manager Hong Kong
Singapore Airlines Ltd
Mr. Lim Chee Seng,
General Manager Hong Kong
David
Swiss Int'l Air Lines Ltd
Ms. Emily Chaw
Country Manager - Hong Kong,
Macau, Southern China
Thai Airways Int'l Public Co
Ms. Lam Mei Ling
Passenger Sales Supervisor
Ltd
Hong Kong Jet
Mr. Jackie Wu
Chief Operating Officer
Itinerary:
Day 1
10H30
11H00
12H00
13H00
15H00
16H30
17H30
18H30
20H00
Day 2
09H00
09H30
10H30
12H00
13H00
25 March 2011 (Fri)
Arrival at the Macau Ferry Terminal
Visit to the headquarter of Civil Aviation Authority of Macao Special
Administrative Region
Visit the Mandarin House, passing by the S. Lawrence Market
Lunch hosted by MGTO
Visit Macau International Airport and Macau International Airport Co
Ltd (CAM)
Visit City of Dreams
Check in Hotel
Dinner
Enjoy the “House of the Dancing Water” show / ZAiA
26 March, 2011 (Sat)
Breakfast at Hotel
Check-out from Hotel
Visit Malo Clinic Health & Wellness
Visit Galaxy Macau
Visit Caesar Golf
Lunch
73
Appendix
15H30
Departure by Jetfoil to Hong-Kong
2.11 “Macau Fun Every Month” Joint Promotion (Mar-Dec 2011)
For the year 2011, MGTO HK launches a large joint promotion campaign, Macau Fun
Every Month, with the well-known Hong Kong travel agents to promote 10 different
tourism elements that align with our marketing objective – to promote Macau as a
stylish and multi-dimensional destination. The joint promotion campaign also intends
to arouse as much impact to our target market and try to give our target the strong
impression that there are so many things they could do in Macau. Even visiting Macau
every month, they would still experience a different joyful and fun time.
Objectives
 To showcase Macau’s variety of tourism products / elements.
 To help drive visitor traffic by a “product-driven branding” campaign.
 To support and mobilize the experienced travel agents for quality package
development and essential sales push.
 To maximize Macau exposure to our target segments in order to encourage
repetitive visits.
 To further reinforce the “Friends of Macau” program launched this year.
 To maintain a high exposure of Macau throughout the year.
 To maximize synergy with the consumer and media activities.
Target Segments
Align to our consumer campaign, Enjoy Macau in Style, middle to up market
segments will be our major target audiences. People who are financially secured or
affluent, seekers for stylish and quality travel, especially for the young affluent
professionals, families, females and also the retired people are all be targeted.
Campaign Details
Every travel agent has their own group of loyal/regular customers. They should
therefore have the best understanding of how to encourage or inspire their
loyal/regular customers to visit Macau. To arouse these customers’ awareness and
interest to visit Macau, we invited our “Friends of Macau” to be our partners for the
joint promotion campaign. They have high exposure and publicity on internet, travel
magazine and newspaper.
Based on the special festivals and events in Macau every month, we launched 8
74
Appendix
different thematic tours throughout the year from May 2011 as follows:
Promotion
Period
Target
Segment
Theme
Tag
Festival
Tentative
Campaign Partner
May
Family
Family Fun
合家歡樂創
意遊
Macau Arts
Festival
China Travel
Service (H.K.) Ltd
May-Jun
Elderly
Health/
Recreation/
Heritage
銀髮逍遙遊
Mother's Day HYFCO Travel
(8 May) &
Agency Limited
Father's Day
(19 June)
Jul
Students
Excitement
歷奇冒險遊
Summer
Holiday
Shun Tak Travel
Services Ltd
Aug
Students
Museum
仲夏博物遊
Summer
Shun Tak Travel
Holiday
Services Ltd
Sept
Couples & Firework/
Lovers
Romance
醉人煙花浪
漫遊
Int’l
Travel Expert Ltd
Fireworks
Display
Contest &
Mid-autumn
Festival (12
Sep)
Oct-Nov
General
Carnival
繽紛
FIESTA
Lusofonia
EGL Tours
Festival, Int’l Company Limited
Kart Grand
Prix, Music
Festival,
Macau Grand
Prix
Nov
General
Gourmet
濠食滋味遊
Macau Food Hong Thai Travel
Festival
Dec
General /
Women
Spa &
Shopping
時尚購物遊
X'mas (24 27 Dec)
China Travel
Service (H.K.) Ltd
Selection of Campaign Partners
We have sent out email invitation to our 20 ‘Friends of Macau’, and we have got
positive response form half of them. However, as some of the travel agents do not
interest or not willing to place advertisement on printed media, thus, we would not
75
Appendix
include them as our campaign partner for this promotion.
We also based on our past experience that works with these travel agents in the joint
promotion last year, we would recommend the following travel agents as our partners
which are also listed on the above table:
China Travel Service (HK) Ltd (CTS-HK)
EGL Tours Company Limited
HYFCO Travel Agency Ltd
Hong Thai Travel Service Ltd
Shun Tak Travel Services Ltd
Travel Expert Ltd
2.12 “Friends of Macau” Gathering (6 May 2011)
Further to the launch of our Friends of Macau program since December 2010, we
have networked our bond with our trade partners from travel agents frequently and
obtained valuable feedback towards Macau travel trade development. For the sake of
updating the latest tourism development of Macau in 2011, another Friends of Macau
Gathering is held to further extend the exposure on Hong Kong market intelligence.
Objectives are as follows:



To update our friends with the recent tourism development and ad hoc events
such as Open Top Bus and Giant Macau Panda Pavilion.
To obtain realistic behavior and needs of Hong Kong travelers in an open
discussion manner
To furnish our friends with a social networking platform to discuss Macau
tourism in a relaxing atmosphere with industry partner and MGTO-HK
Participants List:
No. Company
Sal. Surname
Name
Title
1
Ms Cheung
Anthea
Assistant General Manager -
China Travel Service (H.K.) Ltd
Marketing Department
2
EGL Tours Company Limited
Mr Chan
Mang June
Assistant General Manager Inbound
3
EGL Tours Company Limited
Mr. Lam
James
Product Development / FIT &
Wholesale - Assistant Manager
4
EGL Tours Company Limited
Ms. Wan
Garfield
Senior Marketing Executive
5
Farrington American Express Travel
Ms. Agonoy
Lily
General Manager
76
Appendix
Services Ltd
6
Farrington American Express Travel
Ms. Tsang
Wendy
Services Ltd
Senior Marketing Executive Product Development /
Marketing
7
Farrington American Express Travel
Mr. Wong
Hon Kit
Manager - Leisure Travel
Mr. Leung
Fee
Tour Manager
Services Ltd
8
Hong Kong Wing On Travel Service
Ltd
9
Hutchison Priceline (Travel) Limited Ms. Yu
Irene
Marketing Executive
10
Hutchison Priceline (Travel) Limited Mr. Wong
Gordon
Business Development
Manager
11
HYFCO Travel Agency Limited
Mr Kwok
Kenneth
Manager (Marketing &
Promotion Department)
12
HYFCO Travel Agency Limited
Mr Lee
Herman H.T.
Manager - Hotel Reservation
& Ship Ticketing Department
13
Lastminute.com (HK) Ltd
Mr. Lam
Herman
Managing Director
14
Lotus Tours Limited
Mr. Lee
Philip
Manager - Product Tours &
Alliances
15
mangocity.com Limited (Hong Kong) Ms. Lam
Carman
Marketing & Sales Dept.
Executive
16
mangocity.com Limited (Hong Kong) Ms. Wong
Fion
Manager - Marketing
Department
17
Miramar Travel Ltd
Ms. Lo
Yin Ling
Manager - Air/Hotel Package
Department
18
Miramar Travel Ltd.
Ms. Chan
Winnie
Manager - Cruise Department
19
Miramar Travel Ltd.
Ms. Wong
Peggy
Supervisor - Air / Hotel
Package Department
20
Morning Star Travel Service Limtied Ms. Cheng
Ida
Product Manager - F.I.T. &
Ticketing Department
21
NAN HWA (EXPRESS) TRAVEL
Ms. Hsu
Yvonne
SERVICE LTD - New Holidays
22
NAN HWA (EXPRESS) TRAVEL
Manager - Inbound & Cruises
Dept
Mr. Lo
Iris
SERVICE LTD - New Holidays
Senior Reservation Officer Inbound Dept
23
New Astor Travel Service Ltd
Ms. Wong
Santy
Asst. Operation Manager
24
New Astor Travel Service Ltd
Mr. Poon
Sunny
Inbound & Oubound Manger
77
Appendix
25
New Star Travel Co Ltd
Mr Ng
King
Director of Sales
26
New Star Travel Co Ltd
Mr. Lo
Ben
Travel Consultant
27
Shun Tak Travel Services Ltd
Mr. Lau
Jonathan
Operation Manager
28
Shun Tak Travel Services Ltd
Ms. Lau
Agnes
Executive - Product
Department
29
Shun Tak Travel Services Ltd
Mr. Wong
Ivor
General Manager
30
Smart Holiday
Mr. Wong
Danny
Director of Customer Services
31
Smart Holiday
Mr. Leung
Ricky
Operation Manager
32
Sunflower Travel Service Limited
Ms. Young
Jane
Senior Manager - Business
Development
33
Travel Expert Ltd
Ms. Chow
May
Head of Marketing
34
Travel Expert Ltd
Ms. Fan
Rainbow
Manager - Product
Development
35
Webjet Hong Kong Limited
Ms. Chan
Jacqueline
Assistant Manager - Product
Development
36
Westminster Travel Limited
Mr. Lee
Alan
Operation Manager - Inbound
2.13 Trade Visit and Presentation
MGTO(HK) initiated visits and re-visits to the travel trade in order to update them
with the latest Macau information, as well as to establish a stronger bond with them
for the benefit of promoting Macau products.
MGTO(HK) visited HK travel agents as follows
78
Appendix
A & T Travel Ltd
KUONI TRAVEL (CHINA) LIMITED - KUONI
A.N. TRAVEL LTD
Lamma Rainbow Tour Services Limited
amusing Travel Plan Limited
Lastminute.com (HK) Ltd
Any Tours Enterprises Limited
Lets Travel Limited
Arrow Travel Agency Ltd.
Lotus Tours Limited
ATLAS TRAVEL LIMITED
Mandarin Cultural Travel
August Moon Tour & Travel Co., Ltd
mangocity.com limited (Hong Kong)
BENG SENG GROUP LTD
Miramar Travel Ltd
Big Line Holiday Ltd
Morning Star Travel Service Limited
NAN HWA (EXPRESS) TRAVEL SERVICE
BOC Travel Services Ltd
LTD - New Holidays
CHARMING HOLIDAYS LTD
Net Travel
China Travel Service (H.K.) Ltd
New Astor Travel Service Ltd
Cruise Vacations Ltd
P C TOURS & TRAVEL LIMITED
EDMOND TRAVEL LTD
Pacific Link Travel & Tours Ltd
EGL Tours Company Limited
Pak Shing Travel Co., Ltd
Express Holiday Limited
Patterson Travel Service
Farrington American Express Travel Services Ltd
Shun Tak Travel Services Ltd
Fcm Travel Solutions
Smart Holiday
GZTC International Tour Co., Ltd
Sunflower Travel Service Limited
Heng Seong Travel Service Co Ltd
Swire Travel Ltd
HONG KONG FOUR SEAS TOURS LTD
Tourasia Co. Ltd
HONG KONG STUDENT TRAVEL LTD
TOWA TOURS LTD
Hong Kong Wing On Travel Service Ltd
Travel Expert Ltd
Hutchison Priceline (Travel) Limited
Travel Success Limited
HYFCO Travel Agency Limited
Travelex Hong Kong Ltd
Instant Travel Service Ltd.
Travelux Limited
JARDINE TRAVEL LTD
VENICE GROUP LIMITED
JBC TRAVEL CO LTD - JTC / EMPIRE TRAVEL Weekend Holidays Limited
NET
JEBSEN TRAVEL LIMITED
Westminster Travel Limited
Jetour Holiday Limited
Wing Hang Travel Co., Ltd
JTB (Hong Kong) Ltd.
World Travel Services Ltd
JUBILEE INTERNATIONAL TOUR CENTRE
ZUJI LIMITED
LTD
79
Appendix
MGTO(HK) has also met 4 transportation partners –CoTaiJet, Turbojet, Macau
Dragon and New World First Ferry to discuss ways to provide better service to the
Macau visitors. Also, we had met with the representatives of Macau's new
developments from time to time in order to ensure that the latest up to date
information is available for both the Hong Kong travel trade and MICE sectors. City
of Dreams, Four Seasons Hotel, Grand Hyatt Macau, L’New Wrold Hotel and Malo
Clinic & Spa, Macau Dragon and Galaxy Macau have been updated to MGTO(HK)
this year.
2.15 Trade Request
Over 40 material requests were received from the travel trade. Most of them requested
maps, guide books and Macau Heritage Supplement, while some asked for photos or
MGTO video to be broadcasted at their retail shops or souvenirs to be distributed to
clients. MGTO(HK) approved most of the requests to facilitate the travel trade’s
business.
We have also received an increase number of request from concierges to collect
Macau Maps and Guide books to distribute to their guest.
2.16 PR Activities - Travel Trade Organizations
MGTO(HK) has participated in different activities organized by different trade
organizations:
Day
Month Company
Particulars
Coctail
12
Jul
China Tourism Press
Reception in the
Celebration of the
30th
Anniversary of China Tourism and the Book Launch
Ceremony of the Three Decades of China Tourism
2010 海南(香港)現代服務業投資推介會暨重大項目簽約
13
Jul
海南省人民政府
15
July
海南省人民政府
海南國際旅遊島建設旅業商機研討會
26
Jul
Dragonair
A Celebration of Dragonair's 25th Anniversary
20
Aug
Radica System
Seminar for E-marketing
儀式
Lunch with Francisco A. Da Roza, Club Lusitano & Cecilia
2
Sept
24-25 Sept
29
Club Lusitano
Chan, Shuntak Hospitality Services
Golden Key
Golden Key Fam Tour
Dec
9 Feb
Friends of Macau Gathering
Hong Thai
CNY Celebration Gathering
80
Appendix
10 Feb
Kuoni Travel
CNY Celebration Gathering
11 Feb
EGL Tours Company Limited
CNY Celebration Gathering
24 Feb
The Israeli Chamber
Jointed luncheon presentation
25 Feb
Morning Star
CNY Celebration Gathering
3 March
International
Chinese
Tourist Spring Dinner
Associaton Ltd
4 March
HATA
Spring Dinner
11 March
Jetour
Spring Dinner
16 March
Galaxy
Galaxy Macau Trade Cocktail Party
19 March
DragonAir
Gala Dinner for 100th Anniversary of Aviation Development
in HK
3. Media Liasion
3.1 Media Update Luncheons (Jul 2010 – Jun 2011)
MGTO (HK) organizes luncheons from time to time to keep an intimate relationship
with media to enhance the communication. We also aimed to update the media the
recent development of Macau’s tourism, the promotional strategies and activities of
MGTO(HK) and the major events and festivals in the year. There are 5 luncheons held
during Jun 2010 – Jul 2011.
Date
Category
No. of Participants
7 Sept 2010
Foreign Media
14
21 Dec 2010
Hong Kong Leisure Media
13
16 Mar 2011
Columnists
15
27 May 2011
Female Oriented Media
13
3.2.1. Foreign Media
The luncheon for selected foreign media in Hong Kong was hosted on 7 September at
Club Lusitano. The luncheon provided the most updated Macau tourism statistics and
information to those foreign media representatives who are interested in Macau
tourism development. We have built a better working relationship with them as well.
3.2.2. Hong Kong Leisure Media
A media luncheon for reporters and editors from Hong Kong leisure magazines media
was held on 21 Dec 2010 at Club Lusitano. The luncheon gave leisure media an
update of Macau’s upcoming tourist development and the promotional campaigns of
81
Appendix
MGTO(HK) with our presentation so as to equip them with in-depth understanding of
Macau and introduce Macau in their media content.
3.2.3. Columnists
Macau Government Tourist Office Rep. in Hong Kong (MGTO-HK) hosted a media
luncheon at Club Lusitano on 16 March 2011 to greet and meet the local travel
columnists and bloggers for their continue support in promoting Macau. MGTO-HK
gave a short presentation on sharing the most up-to-date Macau tourism statistics as
well as information to the guests which allowed them to get an insight of the current
and future development of Macau as an exciting and quality tourism destination.
Furthermore, upcoming events and festivals in Macau in addition to the promotional
activities in Hong Kong were also being introduced to the local media.
3.2.4. Female Oriented Media
By leveraging on the mass coverage of female oriented media in HK, we organized a
product update luncheon on 27 May 2011 to introduce the latest Macau’s tourism
development to a group of female oriented media, with an aim to promote
various events & festivals in Macau in the 2nd quarter to our target segment.
3.2 Media Thematic Familiarization Tour (12 Nov 2010)
In 2010, MGTO(HK) organized a thematic familiarization tours for the Hong Kong
media to participate in the unique festivals and activities in Macau in November. We
have encouraged the media to write more specialized, in-depth and comprehensive
coverage instead of superficial reports, so as to impress the Hong Kong readers to
familiarize Macau’s thematic events and encourage their frequent travel.
Date
12 Nov 2010
Themes and Sites
th
10 Macau Food Festival
Macau Fringe 2010
Galaxy Macau
No. of Participants
11
3.3 Media Festive Fam Tour (13-14 May 2011)
Staging the traditional and international events and festivals in Macau, May is the
month of festive with lots of excitements and fun. Thus, MGTO(HK) organized a
festive familiarization tour on 13 – 14 May for Hong Kong media. Media enjoyed and
participate in a series of unique events and festivals from 22nd Arts festivals, in
addition to the latest tourist developments in Macau.
82
Appendix
Date
13-14 May 2011
Themes and Sites
No. of Participants
nd
22 Macau Arts Festival
Procession of Our Lady Fatima
Macau Giant Panda Pavilion
17
3.4 Press Invitation
Hong Kong Office sent out press invitation to Hong Kong media to report on events
and activities happened in Macau throughout the year. Logistics assistance was
arranged for HK media in attending some press conferences and major events in
Macau.
3.5 Media Request
3.5.1 Sponsorship Request
Numerous sponsorship requests were received from media friends for their write-ups
and shooting trips. In general, the requested items include roundtrip jetfoil tickets,
hotel rooms, coach and MGTO guide. With careful evaluation on their request
proposal, proposed coverage and anticipated effect, some media were sponsored to
facilitate their editorial work.
Date
Organizations
Sponsored Items
Contact of 馬若龍先生 from 仁慈堂婆仔屋 (tel: 853-2852
Sensational
6 Jul
2550) and 正哥 from 瘋堂十號創意園 (tel: 853-2835 4582)
Communications Ltd
and rental 7 seater contact
Photos of
-helicopter services (sky shuttle/others)
-Macau Tower/Bungee Jumping
9 Jul
The PEAK Hong Kong
-Golf related activities
-Nightview of Macau
-Other worthy Macau attractions
16 July
The PEAK Hong Kong
23 Jul
Fishtail Tours & Travels
Contact of praia grande a restaurant
Shooting Sponsorship for the Programme "Ghum Gham" in
Kantipur Television's (KTV)
Request for Firework Display Contest and Macau Food Festivals
12 Aug
Metropop
information and photos
16 Aug
Oriental Daily
Request for information of Michelin restaurants
83
Appendix
16 Aug
CNN Traveller
Request for updated information of macau
Takungpao.com
17 Aug
and
HKCD.com
Request for interview
Request for information of Art Exhibition - Jinling School
Paintings of Late Ming & Early Qing Dynasties from Nanjing
20 Aug
Orientations Magazine
Museum Collection
1 Sept
HK daily news
Request for Firework Display Contest photos
3 Sept
Splux
Request for music festival photos and information
3 Sept
ELLE
Request for heritage photos
3 Sept
SUDDEN WEEKLY
Request for mid-autumn festivals celebration activities
9 Sept
Total Media
Footage of Macau - Fascinating Macau" VCD
14Sept
U Magazine
Request for Fireworks display photos
14 Sept
am730
Request for Fireworks display photos
Request for Lusofonia Festival, Music Festival and A-Ma
14 Sept
HKET
Festival photos
Request for information and photos of Grand Prix, List of
17 Sept
Lime Magazine
Michelin Restaurant, World Heritage
4 Oct
U Magazine
Request for Music Gestival Photos
5 Oct
Roamer Magazine
Request for Leal Senado photos
5 Oct
Hong Kong Daily News
Request for information of festivals and events in Oct
5 Oct
Turbojet Horizon Magazine
Request for Macau Food Festival photos
8 Oct
香港跨版生活圖書出版社
request for 2011 events and festivals calender
18 Oct
SCMP
request for macau night view photos
3 Nov
Essence Magazine
Request for macau information
5 Nov
Ambition
Images
15 Nov
Horizon Magazine
Request for Macau Fringe 2010 information
International
25 Nov
Publishing
Concepts Ltd
Request for information of Lou Lim Leoc Garden
Request for DRP support on media fam tour in Macau for a
25 Nov
Cathy Pacific Airways
group of Italian media
Shooting Sponsorship for the Programme "Food Hunter" in TVB
Payvision
request for:
* 5 Nights Hotel Accommodation for 6 crews
* Ground Transportation Arrangement (19-Seater Coach for the
6-member shooting team)
6 Dec
TVB
* 6 sets of roundtrip tickets for filming crew
84
Appendix
21 Dec
U Magazine
Photos of Macau
21 Dec
Oriental Daily
Information of events during Chinese New Year in Macau
21 Dec
Sky Publishing Ltd
Photos of Macau
shooting sponsorship for the programme "濠港食得喜"
request for
(1) 2 Nights Hotel Accommodation (16 Standard Rooms for 21 25-member shooting team)
(2) Ground Transportation Arrangement
(3) 21 - 25 sets of roundtrip tickets for filming crew
23 Dec
i-cable
(HKG->MAC, 14Jan 2011 & MAC -> HKG 16Jan 2011)
10 Jan
U Magazine
Request for activities during CNY in Macau
14-29 Jan
TVB
PR Escort for shooting of “Food Hunter” in TVB Payvision
13 Jan
Weekend Weekly
Macao Giant Panda Pavilion
31 Jan
NHK OSAKA
General information of Macau and Video of Chinese New Year
in Macau
7 Feb
Communique.Ltd - VOYA
Request for sponsorship on transportation, lunch, PR escort for a
media group to Macau on 8 - 9 March 2011
9 Feb
HK
CHINA
TOURISM
Press Release of MGTO Annual Press Conference
PRESS
25 Feb
Sing Tao Newspaper
Photos and a set of "Experience Macau in Style" Booklets
3 Mar
TVB
Request on sponsorship on accommodation, jetfoil tickets,
ground transportation and PR escort for programme shooting
17 Mar
Where Magazine
request for information and photos of Macau Giant Panda
Pavilion, The International Film and Video Festival 2011, A-Ma
Festival, The River of Wisdom Film
18 Mar
HKET
21 Mar
HK
CHINA
Request for information of Macau photos
TOURISM
photos of Panda Pavilion
PRESS
23 Mar
Good TV
Assisting their shooting on 24 March in Macau
25 Mar
wenweipo
Request for information of tourism development in Macau
29 Mar
Culture Magazine
Request for information of 22nd Macau Arts Festival
1 April
BC Magazine
Sponsorship for 2 sets of roundtrip ferry tickets for their charity
show on raising money for Japan Earthquake Relief
7 April
HK Magazine
Information of 22nd Macau Arts Festival
3.5.2 Interview request
Date
Organization
Interview Details
17 Aug
Takungpao.com
Director’s opinion on the development of Macau
85
Appendix
Tourism
3.6 Information Dissemination
3.6.1 Press Release
Press releases from HQ were forwarded to all HK media so as to update them with
Macau’s news. Besides, Hong Kong also sent its press releases, approved by HQ, to
inform media about MGTO’s events from time to time.
4. Business & MICE Market
4.1 Meetings and Incentives Luncheon for Corporate Representatives (27 Aug
2010)
A meetings & incentives luncheon for corporate In-house planners was held on 27
August at W Hong Kong attracting more than 110 corporate representative and over
30 IPP members to attend. The objective of this luncheon was to introduce what
Macau can offer as an attractive and dynamic destination, educate audience what
MBTC can do to assist their events in Macau, and to provide a platform for
networking opportunities among the associations as well as between them and MBTC.
The seminar started with presentations by MGTO on recent MICE development of
Macau, followed by an interactive session by Team Building Aisa, a Hong Kong Team
Building company and a sharing from a local DMC from Macau namely Small World.
A lunch was served for all guests afterwards. This was the first time for MGTO (HK)
to hold such a luncheon seminar targeting the representatives from corporate sector.
The luncheon seminar served as a good starting point for us to tap on the corporate
events sector.
4.2 PR Luncheon – I.T. & Engineering Associations (28 Sep 2010)
A luncheon for IT and Engineering associations was held on 28 September 2011 at
Club Lusitano. The objective of this luncheon was to update the latest Macau MICE
development and introduce the Strategic stimulation program for MICE industry and
arouse the association leaders’ interest to consider Macau as their MICE destination.
A total of 11 representatives attended the luncheon.
86
Appendix
4.3 Participation at Global Sources - China Souring Fair (12-15 Oct & 20-23 Oct
2010)
Promotion in selected established tradeshows was a direct approach to reach overseas
visitors and exhibitors attending international trade shows in Hong Kong. Global
Sources, Hong Kong's second-largest trade show organizer, is a leading business to
business (B2B) media company facilitating global trade.
Two Fair periods (12-23 Oct) welcomed a total of over 60,000 visitors from 130
countries and regions. Our booth of MGTO was located in the east lobby where it is
highly exposed by visitors by Airport express. Promotional materials of Macau MICE
have been showcased and 20 Macau MICE industry partners displayed their
promotional materials under the booth of MGTO.
4.4 Familiarization Tours
There were three familiarization tours held for the business & MICE market:
Date
Organizations /Associations
20-21 Oct 2010
Hong Kong Exhibition & Convention
Industry Association
34
10-11 Dec 2010
Overseas Chambers in Hong Kong
14
29-30 Apr 2011
MICE Operation
Planners
Manager
Number of
Participants
and
Event
22
4.4.1 Hong Kong Exhibition & Convention Industry Association (HKECIA)
A two-day familiarization tour was organized on 20-21 October 2010 for the members
of Hong Kong Conventions and Exhibitions Industry Association, the only official
MICE Association in Hong Kong. Their members include events organizers,
professional convention organizers, and tradeshow organizers who are frequently
involved in MICE business development and facilitation. The objective of the tour
was to let the Hong Kong MICE industry leaders experience the recent development
of MICE facilities as well as new attractions in Macau. A total of 34 participants from
HKECIA joined the tour.
4.4.2 Overseas Chambers in Hong Kong
A two-day familiarization tour was organized on 10-11 Dec 2010 for representatives
of overseas chambers in Hong Kong. The objective of the tour was to reaffirm our
relationship with chambers to ensure they recommend Macau for their members as
another ideal business or tourist destination as well as to introduce them with the
87
Appendix
up-to-date knowledge on Macau’s new attractions and latest developments so that
they can provide adequate information and advice for their members especially
regarding MICE and travel to Macau. A total of 14 participants from different
Chambers of Commerce joined the tour.
4.4.3 MICE Operation Manager and Event Planners
Given by the influential role of MICE operation mangers and planners, MGTO(HK)
organized a familiarization trip for travel / event management companies in Hong
Kong to inspire them of the attractiveness of Macau as an ideal destination for their
clients, as well as to update their product knowledge by actual experience. A total of
19 participants from MICE travel agents and event management companies joined the
tour. The participants were interested in the team building program at Venetian and
were impressed by the new MICE facilities at Hotel Okura and Banyan Tree Macau.
4.5 Christmas Industry Get-Together Evening Cocktail (15 Dec 2010)
A themed evening cocktail party was hosted by MGTO (HK) on December 15 at
Azure of Hotel LKF to enhance networking between MGTO, Hong Kong MICE
sector and Macau trade partners. The event attracted a good mix of guests from the
Hong Kong MICE Sector including representatives from different Chambers of
Commerce, major corporations, corporate travel and event industry. There were a total
of 63 guests from Hong Kong MICE Sector and 26 IPP members attended the cocktail
reception. The interactive BINGO game section pushed the party to a climax.
4.6 Asian Business Aviation 2011 (8-10 Mar 2011)
In pararell with Asian Aerospace the largest aviation show in Asia, Asian Business
Aviation fuels effective networking and information-gathering for the world’s top
buyers and service providers in the business-aviation sector. Staging booths in well
established tradeshow in Hong Kong is considered one of the most effective
approaches to promote Macau Exhibitions. MGTO Hong Kong office participated in
Asian Business Aviation 2011 (ABA) during 8-10 March 2011 to increase the
exposure for Macau to International Buyers and exhibitors who are also the targeted
VIP buyers for the mentioned show staged in Macau in the year of 2012. It also help
enhanced the image for Macau as a MICE destination to International tradeshow
buyers and business travelers.
88
Appendix
4.7 Association Executive Seminar (8 Apr 2011)
Riding on the success of the Association Executive Seminar organized in Hong Kong
in past two years, the Association Executive Seminar was held at Hyatt Regency TST
on 8 April this year with different scope of guests with focus on frequent sectors, as
defined in our marketing plan of 2011, which were the Association sectors with
pattern of organizing off-site events in frequent and regular basis include Medical, IT,
Insurance, Engineering, Accounting and Finance and etc. Two guest speakers Dr.
David Jones from an academic institute and Mr. Sebastien Tondeur, Global CEO, MCI
shared their knowledge in organizing Associations events as professional congress
organizer. A total of 42 Associations leaders from Hong Kong and 15 Macau trade
attended the event.
Programme:
Time
Program
10:30 – 11:00
Reception
Topic
Key to a successful meeting : quality attendance
meets expectations
11:00 – 11:30
Seminar Session 1
Speaker: Dr. David Jones, the Hong Kong
Polytechnic University
Strategy to deliver best values for association
meetings
11:30 – 12:00
Seminar Session 2
12:00 – 12:10
Coffee Break
12:10 – 12:30
Seminar Session 3
Speaker: Mr. Sebastien Tondeur , Global CEO,
MCI
Connectivity and Partnership for a successful
meeting
Speaker: Mr. Edmund Tsang , General Manager,
Swire Travel
Your sure-win destination : Macau
12:30 – 12:50
Seminar Session 4
13:00 – 14:30
Lunch
Speaker: Stanley Mok, General Manager, Macau
Government Tourist Office(Hong Kong)
89
Appendix
Hong Kong Participants List:
No Association (Eng)
Name (Eng)
The Federation of Medical Societies of Hong
Dr. Raymond
Kong
S.K. Lo
The Federation of Medical Societies of Hong
Ms. Sonia
Kong
Cheung
1
Title
President (2009-2011)
2
Administrative Manager
4 Hong Kong College of Community Medicine
Dr. Mak Sin Ping President
Ms. Christine
5 Hong Kong Dental Association
Executive Officer
Chan
6 Hong Kong Ophthalmological Society
Dr. Nancy Yuen President
Hong Kong Information Technology Federation
7
Mr. Francis Fong President (2009-2011)
Ltd.
IET HK - Manufacturing and Industrial
8
Mr. Peter Kit Si
Immediate Past Chairman
Ms. Lisa Shi
Vice Chairlady (2010-11)
Engineering Section
9 IET HK - Railway Section
Dr Jason Chor
10 IET HK - Management Section Committee
Chairman (2010-11)
Hang Kong
Hong Kong Accounting Professionals
11
Mr. K.C.Wan
Director
Association
Hong Kong Information Technology Joint
12
Mr. Vincent Chan Vice President(2009-2011)
Council
Hong Kong Retail Technology Industry
13
Mr. P.M Lai
Chairman
Dr. King Wong
Chairman of Executive Committee
Association
14 Internet Professional Association
Information and Software Industry Association
15
Mr. Reggie Wong Chairman
Ltd
Information and Software Industry Association
Mr. Kong Chi
Ltd
Wing
16
Vice President
The Association of Consulting Engineers of
17
Mr. Simon Mak
Honorary Secretary
Hong Kong
The Association of Consulting Engineers of
Mr Tong Wai
Hong Kong
Lok
18
Council member
The Association of Consulting Engineers of
19
Mr. Walter Chan Director, Infrastructure
Hong Kong
Dr CHAN Fuk
20 Hong Kong Institution of Engineers
Senior Vice President
Cheung
21 Hong Kong Logistics Association
Mr Stephen
President
90
Appendix
Cheng
Mr. Michael Fan
22 Society of Registered Financial Planners
Vice President
(2010 - 2011)
Wai-Kong
Dr Sidney T.C.
23 Society of Registered Financial Planners
President (2007 - 2011)
Sze
24 Hong Kong Chamber of Insurance Intermediates Mr. Patrick Ho
Immediate Past President
25 Hong Kong Chamber of Insurance Intermediates Mr. Ivan Chiu
President
3rd Vice President, Public
26 Hong Kong Chamber of Insurance Intermediates Mr. Roger Tsang
Relations & Trade Issues
The Hong Kong General Insurance Agents
27
Mr. Jack Ng
1st Vice Chairman
Association Ltd
The Life Underwriters Association of Hong
Mr. Raymond
Kong Ltd.
Chan
28
President (2011)
29 The Hong Kong Institute of Architects
Mr. Daniel Chi
Federation of Asian & Oceansia Pest Managers
30
Honorary Secretary
Hon President & Executive
Mr. Jackson Chan
Associations
Director
Hong Kong Small and Medium Enterprises
31
Mr. Danny Lau
Chairman (2006-2012)
Mr. Simon Ng
President
Association
The Society of Chinese Accountants and
32
2010
Auditors
Association of Women Accountants (Hong
Ms. Chung Yim
Kong) Limited
Ling, Karie
33
President
Ms. Christine
34 Hong Kong Concrete Institute
Secretary
Tung
35 Hong Kong Institution of Certified Auditors
Dr. Tommy Lo
President
Mr. Pont Chiu
Senior Vice President
Mr. K. C. Wan
Vice Chairman
Hong Kong Exchanges and Clearing Limited 36
Internal Audit Department
Hong Kong Accounting Professionals
37
Association
Mr. Bernard T L
38 The Taxation Institute of Hong Kong
President
Wu
Ms. Dominic
39 Hong Kong Institute of Marketing
Communication Officer
Shui
40 Advanced Market Specialist Society
Mr. Rolf Chan
Past President
41 Hong Kong Fashion Designers Association
Ms. Janet Cheung Vice-Chairman
42 Hong Kong Securities Association Ltd.
Mr. Gary Cheung Hon. Treasurer
Macau Participants List:
91
Appendix
No.
Company Name
Name
Title
1
Venetian-Macao-Resort-Hotel
Ms. Maris Lei
Business Development Executive
2
Macau Science Centre
Mr. Lam Chi Meng, Dicky
Senior Manager (Facilities
Management)
Convention Center Officer
3
Macau Science Centre
Ms. Karen Lei
(Management)
4
Macau Fisherman's Wharf
Mr. Steven Iu
5
Banyan Tree, Macau
Mr. James Chow
6
Hotel Okura Macau
Mr. Joshua Ng
Director of Convention
Director of Sales & Marketing
Deputy Director of Sales &
Marketing
7
Galaxy Macau
Ms. Maggie Fan
Manager - Hotel Sales
8
Grand Lisboa Macau
Ms. Joanne Siu
Director of Sales
9
MGM GRAND Macau
Ms. Ann Lam
Sales Executive
10
Sofitel Macau at Ponte 16
Ms. Carrie Tang
Senior Sales Manager
11
The Westin Resort Macau
Mr. Stephan Winkler
General Manager
12
The Westin Resort Macau
Mr. Winston Fung
Sales Manager
13
Grand Hyatt Macau
Ms. Margaret Chan
Sales Manager
14
Four Seasons Macau
Mr. Jason Shek
Director of Sales
15
City of Dreams
Mr. Ringo Yeung
Director, Destination Sales and
Marketing
4.8 HOFEX 2011 (11-14 May 2011)
In order to promote MICE in Hong Kong, we proposed MGTO to participate in
HOFEX 2011 from 11th to 14th May as an exhibitor to showcase what Macau can offer
as an upcoming MICE destination. In addition, we wish to encourage Macau vendors,
in particular, members of the Industry Partner Program sent us their promotional
materials for promotion opportunities. The show presents most of the prestigious
brands in the food and hospitality industry worldwide, and is one of the most
renowned hospitality shows in the region. Thus it was regarded as an ideal platform to
promote Macau’s MICE brand.
4.9. Product Update & Networking for Hong Kong and Macau MICE Industry
( 26 May 2011)
The Product Update & Networking Seminar for Hong Kong MICE Industry was held
92
Appendix
at the Mira Hotel on the 26th of May, 2011. This is the fifth time MGTO HK holds a
product update seminar for the Hong Kong MICE practitioners.
The objective of the seminar was to update the Hong Kong MICE industry
knowledge of new MICE facilities in Macau, arouse enthusiasm in promoting Macau
as a preferred destination of business travels, and to give them a better picture of how
Macau is transforming into a world-class entertainment centre. The seminar was
successful in attracting 72participants from Hong Kong and 24 guests from Macau.
4.10 Visits and Presentation
MGTO (HK) has conducted visitations, telephone conversation and presentation for
different potential parties in the business and MICE segment, so as to attract them to
organize MICE activities in Macau.
Categories
Company / Organization
Chambers & Associations

Hong Kong Exhibition & Convention Industry Association

Spanish Chamber of Commerce

The Hong Kong Japanese Chamber of Commerce & Industry

Swiss Chamber of Commerce in Hong Kong

Hong Kong Institute of Real Estate

New Zealand Chamber of Commerce

International World Wide Web Conference Committee

The Practicing Pharmacists Association of Hong Kong

UFI Asia Pacific Chapter

Hong Kong Small and Medium Enterprises Association

Federation of Asian & Oceania Pest Managers Association

The Institute of Engineering and Technology Hong Kong

Hong Kong Food Hygiene Administrators Association

The Actuarial Society of Hong Kong

The Society of Publishers in Asia

Hong Kong Dental Association

Federation of Hong Kong Industries

The Hong Kong Institute of Architects

HKFEW International Culture Exchange Centre

Japanese Chamber of Commerce & Industry

The Canadian Chamber of Commerce in Hong Kong

The American Chamber of Commerce in Hong Kong
93
Appendix
Event
Organizers
Management Companies
Corporate
&

Actuarial Society of Hong Kong

Hong Kong College of Cardiology

Hong Kong Computer Society

Hong Kong Federation of Insurers

Hong Kong Stockbrokers Association

GS 1 Hong Kong

The Hong Kong Society of Audiology

Agility Fairs & Events Logistics Ltd

AMC (Exhibits) Ltd

B2C Expo. Management Company

Beacon Events Limited

Chamber Services Ltd

Destination China

Hong Kong Exhibition Services Ltd

International Conference Consultants Limited

Liberty Hong Kong Limited

Luminous Experiential Marketing Communications

MP International (Asia Pacific) Limited

Momentous Asia

MV Destinations

Pico Global Services Ltd.

Shun Tak Hospitality Services Co Ltd

Team Building Asia

Bank of Montreal

Citibank (Hong Kong) Limited

Clifford Chance

Fortis Insurance Company (Asia) Limited

Goldman Sachs

Fuji Xerox (Hong Kong) Limited

National Semiconductor (HK) Ltd.

Merrill Lynch (Asia Pacific) Limited

Manulife Hong Kong

Morgan Stanley Asia Limited

Price Water House Coopers

SHK Financials

Stephan Harwood & Lo Co.

World Dental
94
Appendix
Travel Agents

Abercrombie & Kent Hong Kong
(Corporate / MICE)

Any Tours Enterprises Ltd.

Arrow Travel Agency Ltd

Associated Tours Ltd.

China Travel Service (HK) Ltd

Ci Events

Farrington American Express Travel Services HS Travel

JBC Travel Co. Ltd.

JTB (Hong Kong) Limited

Lotus Tours Ltd.

MICE World

Orient Lush Travel

Pacific World Ltd.

Skal Travel Service Ltd.

Swire Travel Ltd

The Travel Advisers Ltd

Travel Expert Ltd.

Travelex Hong Kong Ltd.

Travelux Ltd.

Tour East

Vacation Asia (HK) Ltd.

Wincastle Travel (HK) Ltd.

Ying Ho Travel Services Limited
4.11 MICE Advertising & Publications
As there are a number of MICE venues and facilities newly developed in recent years,
Macau has become an upcoming MICE destination in the region. It is our objective to
promote MICE and business tourism of Macau in Hong Kong. Advertising is one of
the effective approaches to elevate the awareness of our target group on what Macau
can offer. The advertising channel we were using include: Print Ad advertising, Panel
display and banner advertising and publication. Below is a list of media we cooperate
with for MICE promotion:
Media
Category
Language
Entitlement
Austcham News (Jul Issue)
Chamber Journal
1 Page ROP
AustCham E-newsletter (Jul & Aug)
E-newsletter
Advertorial x 2
SCMP – MICE Biz Magazine Sep 2010
Magazine
1 Full Page ROP + 1 Advertorial
Eng
write-up
95
Appendix
Hong Kong Convention & Exhibition
MICE Directory
Inside Front Cover
MICE Directory
Inside Front Cover
Directory 2010
Macao Convention & Exhibition Directory
2010
The Official Website of Macao Convention
Home Page - Banner ad (flash with
Website
and Exhibition Directory 2010-2011
hyperlink)
American Chamber of Commerce –
One Full Page ad + One Page
Member Directory
Eng
membership directory 2010/2011
Advertorial
Canadian Chamber of Commerce –
Member Directory
Eng
Inside Front
Member Directory
Eng
One Full Page ad
Show Directory
Eng
ROP, 1 Page
E-newsletter
Eng
Upper & lower banner
Journal
Chi
membership director 2010/2011
New Zealand Chamber of Commerce Connectionz 2010
MegAsia Oct 2010
What's on - Official E-newsletter of HK
General Chamber of Commerce
Official Journal of Hong Kong Institute of
Full Page ROP & 1 Full Page
Human Resources Management
Standard – MICE Supplement
Advertorial
Newspaper
Eng
Full Page ROP Ad
Map
Chi
Full Panel Advertorial & Ad
Ossima MAPgazine International edition
(Nov & Dec)
• 1 X Double page spread
advertorial • 1 X Double page spread
HR Magazine
Magazine
Eng
advertorial in HR Magazine
September issue
Billboard Advertising at the flyover from
10(H) x18.5(W) Billboard at 6
Wanchai MTR to HKCEC (October -
Outdoor Billboard
Eng
O'Brien Road
November 2010)
Full page color + Full page
Hong Kong Business (Nov issue)
Magazine
Eng
advertorial (Double spread page)
Production(A4)
AustCham - Web Banner & e-newsletter
Web Banner
Eng
Animated Web Banner Design(GIF)
http://mice.scmp.com
Animated Web Banner Design on
Web Banner
Eng
Size: Top banner 728 x 90 pixels
http://mice.scmp.com
Island ad 300 x 250 picels
Capital Magazine
Magazine
Chi
Full Page, 4C
96
Appendix
Size: 21.5 cm X 28.5 cm
Trim 210mm(w) X 285mm(h)
“The 21 Century Director” Magazine
st
Online Banner
Eng
Bleed 220mm(w) X 295mm (h)
Color: 4C for 1 issue
Size: Full Page
“The 21st Century Director” Magazine – Print
Trim Size: 210mm(W) x 285mm(H)
Magazine
Eng
Ads
Bleed Size: 220mm(W) x 295mm(H)
Job: Artwork, film and color proof
4.12 MICE Enquires & Stimulation Program Applications
We frequently received enquiries from event organizers for their MICE groups to
Macau, in terms of meeting venues, contact of service providers, and requests of
promotional materials (maps, guidebook, food guide and meeting planner guide), etc.
There are over 50 enquiries & request of information Hong Kong office handled
particularly in MICE sector. The support from MGTO helps these MICE groups better
understand Macau as a MICE destination and provide them practical information.
Apart from general request for promotional materials, we received an increasing
number of applications for ‘Strategic MICE Stimulation Program. Total 19
applications we have assisted in 2010 and 1st half of 2011, which include meetings
and incentives.
Company
Supported category
Pax
22 Plus
Incentives
200
ASK Enterprise Hong Kong Limited
Meetings & Conventions
120
Clifton Chance
Incentives
120
DHL Hong Kong
Incentives
120
Richemond Commercial Company Limited -
Incentives
130
Incentives
110
Hitachi Data Systems
Meetings & Conventions
400
Microchip Technology Hong Kong Limited
Incentives
75
Modern Dental
Meetings & Conventions
400
Stephenson Harwood
Incentives
90
Beacons Events Limited
Exhibitions
235
MP International
Meetings & Conventions
250
China Retail Conference
Richemond Commercial Company Limited China Wholesale Conference
97
Appendix
Avaya Hong Kong company Limited
Meetings & Conventions
500
DuPont China Limited
Incentives
149
Aconex
Meetings & Conventions
130
AXA Asia Pacific Holdings
Incentives
100
Bank Sarasin Asia
Incentives
80
Kaspersky Lab
Incentives
250
Dun & Bradstreet
Incentives
250
5. Advertising
5.1 Advertising Campaign
A series of advertising campaigns were carried out during Jul 2010 to Jun 2011 to
promote the theme “Experience Macau” with 5 senses, various Macau events and
festivals, and Macau MICE. All these are summarized below:
5.1.1 Macau Int'l Fireworks Display Contest
Media
Category
Entitlement
Promotion Period
The Sun
Newspapers
Advertorial
7-Sep
Oriental Daily News
Newspapers
Advertorial
Sep (6, 20/9)
The Standard
Newspapers
Advertisement
The Standard
Newspapers
4 Supplement Wrapper
Weekend Weekly
Magazine
Advertisement
Weekend Weekly
Magazine
Advertorial
Sep
U Magazine
Magazine
Advertisement
Sep
U Magazine
Magazine
Advertorial
Sep
Artmap
Magazine
Advertisement
Sep
am post
Magazine
Advertorial
Sep
Dcfever.com
Online (Photo)
Photo Shooting Event Page
Sep
Discuss.com
Online (Forum)
Online Banner
Sep
Uwants.com
Online (Forum)
Online Banner
Sep
MSN HK
Online
Online Banner
Sep
Sina.com
Online
Online Banner
7-Sep
Facebook
Online (Social)
Online Banner
Sep (6, 20/9)
Iphone Application
Mobile (iPhone)
Banner
Sep (13/9)
Sep (3, 17/9)
Sep (10/9)
Sep (13/9)
98
Appendix
5.1.2 Macau Int'l Music Festival
Media
Category
Entitlement
The Sun
Newspapers
Advertorial
Oct
Oriental Daily News
Newspapers
Advertorial
Oct
The Standard
Newspapers
Advertisement
The Standard
Newspapers
4
Page
Promotion Period
Oct (4&20)
Supplement
7-Sep
Wrapper
Artmap
Magazine
am post
Magazine
Advertisement
Advertorial
Sep
(focus
on
Oct
outdoor program)
Culture Magazine
Magazine
Advertisement
Sep-Oct issue
Culture Magazine
Magazine
Editorial
Sep-Oct issue
Discuss.com
Online (Forum)
Online Banner
Oct
Uwants.com
Online (Forum)
Online Banner
Oct
Cinema
Online (Ticketing)
Online Banner
Oct
Cityline
Online (Ticketing)
Online Banner
Oct
MSN HK
Online
Online Banner
Oct
Sina.com
Online
Online Banner
Oct
Facebook
Online (Social)
Online Banner
Oct
Iphone Application
Mobile (iPhone)
Banner
Oct
5.1.3 10th Macau Food Festival
Media
Category
Entitlement
Promotion Period
The Sun
Newspapers
Advertorial
Nov
Oriental Daily News
Newspapers
Advertorial
Nov
The Standard
Newspapers
Advertisement
The Standard
Newspapers
5-Nov
Experience Macau In Style
7-Sep
4pp Wrapper
The Standard - Elan Macau
Magazine
Advertorial
12-Nov
Weekend Weekly
Magazine
Advertorial
8-Nov
Weekend Weekly
Magazine
Advertisement
15-Nov
MTR
Outdoor
Info-panel Network: 20's x
16-Oct (14 days)
37 spots x 3,392 units
85 x 30-sec Commercial
HK Commercial Radio
Radio
Nov
Spots
am730
Mobile
Iphone App Banner
Nov (14 days)
99
Appendix
Experience
ON.CC
Macau
in
Mobile
Nov
On.cc Iphone Application
ON.CC
Online
Online Banner
Nov
Oriental Daily News Web
Online
Online Banner
Nov
The Sun Web
Online
Online Banner
Nov
Discuss, Uwants
Online
Online Banner
Oct - Nov
MSN HK
Online
Online Banner
Oct - Nov
SINA HK
Online
Online Banner
Oct - Nov
Facebook
Online
Social Ad
Nov
Yahoo! HK
Online
Online Banner
Nov
WOM Guide
Online
Online Banner
Nov
Openrice
Online
Online Banner
Nov
Category
Entitlement
Promotion Period
5.1.4 Macau Grand Prix
Media
The Sun
Newspapers
Advertorial
Oct, Nov
Oriental Daily News
Newspapers
Advertorial
Oct, Nov
The Standard
Newspapers
4 Page Wrapper
7/9/2010
Newspapers
Advertisement
Nov
The Standard - Grand Prix
Preview Supplement
The Standard - Motoring
Advertisement &
Magazine
Guide
Oct
Advertorial
South China Morning Post Advertisement &
Macau - Going Out section
Newspapers
11/11/2010
Advertorial
(Tabloid size)
SCMP.com- Macau
Event hyperlink to each
Online
Happening featuring
Nov
desire landing site
Advertisement &
Top Gear Magazine
Magazine
Advertorial & Online
Nov
Banner
1 x 7 Bays Shelter Top
Bus Shelter - Flagship
Outdoor
with racing car die-cut &
1-28/10/2010
Domination in Central
Premiere Panels
Bus Shelter - Tsim Sha Tsui
Outdoor
2 x Premiere Panels
1-14/10/2010
MTR - Causeway Bay
Outdoor
6-sheet Scrolling Unit
2-29/10/2010
MTR - Tsim Sha Tsui
Outdoor
Trackside Billboard
1-31/10/2010
100
Appendix
iPhone
Mobile
Banner
Oct/Nov
iPhone
Mobile
Braned iPhone App
Oct/Nov
Yahoo! HK
Online
Banner
Oct/Nov
Online
Banner
Oct/Nov
Online
Banner
Oct/Nov
On.cc, The Oriental Web, The
Sun Web
Discuss, Uwants, MSN HK,
Sina HK, Facebook
HK Commercial Radio
Radio
30-sec Commercial Spot
Oct/Nov
Media
Category
Entitlement
The Sun
Newspapers
Advertorial
Oct
Oriental Daily News
Newspapers
Advertorial
Oct
The Standard
Newspapers
Advertisement
22-Oct
The Standard
Newspapers
4 Page Supplement Wrapper
7-Sep
5.1.5 Lusofonia Festival
Promotion Period
Ad & Advertorial in
South China Morning Post
Newspapers
"Experience Macau"
22-Oct
Section
Full Page Advertisement +
Weekend Weekly
Magazine
18 & 25 Oct
Half Page Advertorial
Facebook
Online
Socal Ad
Yahoo! HK
Online
Online Banner
Oct week 3
10-16 Oct and 21-28
Oct
ON.CC
Online
Online Banner
Oct
Oriental Daily News Web
Online
Online Banner
Oct
Oriental Daily News Web
Online
Online Banner
Oct
Oriental Daily News Web
Online
Online Banner
Oct
The Sun Web
Online
Online Banner
Oct
The Sun Web
Online
Online Banner
Oct
The Sun Web
Online
Online Banner
Oct
MTR
Outdoor
20sec ad commencing x 37
14-29 Oct
spots x 3,392 units
5.1.6 FIRE AND COLOUR: IMPERIAL KILN PORCELAIN OF QING DYNASTY
FROM THE PALACE MUSEUM COLLECTION
Media
Category
Entitlement
Promotion Period
101
Appendix
The Sun
Newspapers
Advertorial
Dec
Oriental Daily News
Newspapers
Advertorial
Dec
ON.CC
Mobile
Experience Macau in On.cc
Dec
Iphone Application
The Standard
Newspapers
Advertisement
20-Dec
Culture Magazine
Magazine
Advertisement
Dec-Jan issue
Culture Magazine
Magazine
Editorial
Jan-Feb issue
Yahoo! Search
Online
Online Search
MTR Trackside Billboard
Outdoor
Trackside Billboard
1-Dec
MTR Trackside Billboard
Outdoor
Trackside Billboard
Jan-11
Media
Category
Entitlement
The Sun*
Newspaper
Advertorial
Apr/May
Oriental Daily News*
Newspaper
Advertorial
Apr/May
Advertisement
Apr/May
The Standard*
Newspaper
Advertorial
Apr/May
Dec-10 to Jan-11
5.1.7 Arts Festival
Promotion Period
Culture Magazine
Magazine
Advertisement
Apr-May
Artslink
Magazine
Advertisement
May
Advertorial
May
Advertorial
Apr & May
Cup Magazine
Magazine
Advertisement
Metropop
May
Advertorial
Apr/May
Advertisement
Apr/May
Online Banner
Apr/May
Facebook & Micro-blog
Apr/May
Search
Apr/May
Magazine
Yahoo! Search
Online
5.1.8 第 11 屆華語電影傳媒大獎
Media
Category
The Sun
Newspaper
Entitlement
Advertorial,
Promotion Period
Supplement
May/June
Section
Advertorial,
Oriental Daily News
Newspaper
Supplement
May/June
Section
Online
banner
at
Online
Online Banner
May/June
appledaily.com
102
Appendix
Online
banner
prominent
at
websites
200
using Online
Online Banner
May - June
Online
Online Banner
June
Online
Social Ad
June
Online
Online Banner & Social Ad
N/A
maximizer*
Online banner at online forum
- Uwants & Discuss.com
Social Ad at facebook.com
Online
banner
creative
production
5.2 Sales Meeting
A number of sales meetings with the local and regional media were conducted in Year
2010 and 2011 to identify potential media partner for promotion of Macau tourism:
Media_en
Publication/ Channel
Main Category
Darizi Ltd
Darizi 大日子
Magazine
Sing Tao Magazine Group Ltd
East Week 東周刊
Magazine
Wondersky Media Limited
All About Wedding, Love in Travel
Magazine
JCDecaux Pearl & Dean Ltd
MTR
Outdoor
JCDecaux Pearl & Dean Ltd
HKIA
Outdoor
Polarline Development Limited
POAD Outdoor Billboard
Outdoor
Metro Publishing HK Ltd
Metropop
Magazine
Foodwise Company Ltd
womguide.com
Online
Cup Magazine Publishing Ltd
Cup Magazine
Magazine
UNO Media Company Ltd
Men's Uno, Chic Post
Magazine
Cup Magazine Publishing Ltd
Cup Magazine
Magazine
C8M Group
Enrich
Magazine
Gravitas
iPhone Application
Mobile
JCDecaux Pearl & Dean Ltd
MTR
Outdoor
Oriental Press Group Ltd
On.cc
Online
Openrice Ltd
Openrice.com
Online
Hong Kong Economic Times Ltd
hket.com
Online
Hong Kong Economic Times Ltd
HKET Newspapers
Newspaper
Asiaray Advertising Media Ltd
Billboard
Outdoor
JCDecaux Cityscape
Bus Shelter
Outdoor
All Leaders Publication Group Ltd
All Asian Leaders
Magazine
South China Morning Post Publishers Ltd South China Morning Post
Newspaper
103
Appendix
AD2ONE Hong Kong
ebuddy, reuters, MCL
Online
Asiacity Media Group
HK Magazine, Where Magazine
Magazine
Metro Publishing HK Ltd
Metropop
Magazine
Motion Power Media Limited
Taxi TV
Broadcast
World Commercial Network Co., Ltd
商報網
Online
LastMinute Services Ltd
上大公網及商報網旅遊頻道
Online
Smart Ideal Ltd
Weekend Weekly 新假期
Magazine
The Peak
The Peak
Magazine
Edipresse Hong Kong Ltd
HK Tatler, Cotai Style
Magazine
Oriental Press Group Ltd
On.cc
Online
Asia Travel Media Ltd
HK360
Publication
Hong Kong
Living in Hong Kong
Publication
Yahoo! Hong Kong Limited
Yahoo! HK - Search Marketing
Online
The American Chamber of Commerce in
6
Others
6.1. Christmas Gifts & Lunar New Year
Christmas gifts & Lunar New Year Card were sent to selected travel trade, MICE
Partners and media. Below shows the gift distribution
Item
Quantity
Wine
160
Desk Calendar
600
Pocket Diary
150
Christmas Card
1200
6.2. What’s On and MTT Distribution
Monthly newsletter What’s On and Bi-monthly MTT were distributed to various
sector to inform them about the latest development in Macau travel trade and Macau
activities.
104
Appendix
What's On
What's On
MTT
(Eng)
(Chi)
(bi)
FCC (FC)
45
39
9
44
Media (MD)
73
23
55
56
Company (CC)
13
35
35
22
Club House (CH)
51
51
51
51
Consulates/Commission (CP)
56
159
108
159
Event Organizer (EO)
72
72
66
72
Hotel Concierge (HC)
118
118
118
118
Hotel Management (HT)
113
113
113
113
International School (IS)
58
52
0
0
Japanese Organizations (JP)
5
110
0
130
Library (LB)
12
11
44
44
Local School (LS)
364
359
361
1
Chambers / Associations (OT)
76
97
95
97
Tourism Board (TB)
3
3
3
3
Transportation (TN)
103
101
103
101
Travel Trade (TT)
741
745
745
746
Grand
2088
1906
769
2500
2500
2500
Total
Order
6.3. Database Maintenance
Continuous effort was put on updating a number of contacts databases, which
facilitated MGTO(HK)’s daily operation.
 Travel Trade
Travel Agents / Airlines / Hotels
 Media
HK Media (editors and reports) / HK Media (sales and marketing) / HQ Press


Release / News Clipping
MICE
Associations / Institutes / Event Organizers / Corporate Travel Agents /
Corporate In-house event planners
Macau Database
Macau Travel Trade Contacts / Macau Travel Trade Information Database / PR
contacts of Macau projects
105
Appendix

Photo Gallery
6.4. Report Writing





Monthly Report and Quarterly Report to inform HQ about the HK market
intelligence updates and activities of MGTO(HK) during the period.
Activity Report to list out all the activities MGTO(HK) has accomplished during
the year.
Evaluation Report to record the particulars and make recommendations after
each major events and upon receiving any sponsorship requests.
Meeting Report to record the ideas exchanged during the MICE and travel trade
meetings as well as the basic information of the participants
Financial Report to keep MGTO-HQ update on the financial status of Hong
Kong market, as well as to provide details of the approved expenses.
106