City of Dreams // SOHO lands in Macau

Brand Activation, Digital and Social Media

THE CHALLENGE

City of Dreams, Macau’s leading leisure destination, engaged Catalyst to draw Hong Kong’s Central and SOHO city-slickers to the new SOHO at City of Dreams, a vibrant dining and entertainment district featuring cutting-edge entertainment in a cool urban environment.

THE STRATEGY

To create maximum buzz, we gave the city’s urbanites a taste of SOHO at City of Dreams, through multi-platform social media and social sharing campaigns and contests, alongside generating mass awareness within the Central District.

High-energy, mobile brand experiences were delivered across Central, SOHO Hong Kong and Lan Kwai Fung (LKF), using a fully customised DJ bar bus featuring a live DJ and street performing artists and engaging target customers to an instant-win lucky draw.

The Grand Prize included MOP 5,000 to spend at SOHO at City of Dreams, a Hard Rock Hotel package for four, tickets to TABOO – the Resort of Desires, and helicopter return tickets to Macau.

Further amplification of SOHO buzz was created using local area marketing with merchant partnership promotions, site domination and sponsored content on ‘I Love’ digital channels (over 200,000 targeted local visitors per month), through email marketing campaigns (32,000 Central community members) and OOH (outside-of-home) media in SOHO Hong Kong and LKF.