MGM China has appointed a combined team from OMD and Xaxis to handle its media strategy for the company’s new US$3.3 billion integrated resort in Macau, MGM COTAI, which will be launched during the fourth quarter of this year.
J Walter Thompson, which was appointed as agency of record in January, led the selection of the two media specialists, and will oversee the partnership as the integrated agency lead.
OMD will be responsible for integrated media strategy, planning and buying in Guangzhou and Hong Kong and also oversee all ATL, search and social assets across Hong Kong and China.
Xaxis will handle all programmatic display and video advertising across targeted territories in Asia Pacific.
“The strong team we have assembled with JWT, OMD, and Xaxis will bring the innovation and creativity behind MGM COTAI to life throughout the launch campaign”, said Sarah Rogers, senior vice president of strategy & corporate responsibility of MGM.
“In OMD, we have a highly experienced integrated entertainment resorts partner with a geographic footprint that suits the MGM challenge,” says Rollo Gwyn-Jones, group account director at J. Walter Thompson Hong Kong. “Using the Xaxis platforms, we are able to take an extremely calculated and qualified approach to achieving not just reach, but targeted lead qualification and conversion.”
“We are delighted with the opportunity of working closely with JWT and Xaxis to launch MGM COTAI which promises to be one of the most innovative and creative luxury destinations in the region. We will leverage the power of the collaboration to deliver ground-breaking work for MGM COTAI, driving their growth and visibility,” said Deric Wong, CEO OMD Hong Kong.
“We are extremely honored to have been selected by MGM COTAI to play a big part in the launch of its exciting new integrated resort. Having our outcome-based programmatic media solutions paired with the audience-led dynamic creative approach designed by JWT, we look forward to driving the highest return of investment for our client partner,” said Andy Chung, MD Xaxis Hong Kong.