MGM has brought J. Walter Thompson Hong Kong on board ahead of the launch of the company’s new US$3.1 billion integrated resort in Macau this year.
MGM COTAI, which is scheduled to open its doors this second quarter, is MGM’s second property in Macau.
J. Walter Thompson will create an integrated campaign to launch MGM COTAI, as well as advertising strategy and executions designed to attract customers to both of the company’s Macau properties through, and after, the launch.
Forming a specialist team between its Shanghai and Hong Kong offices, the agency will deliver a creative concept that includes core digital and mobile elements, and is designed to click with consumers in China as well as across the region.
“We are delighted to have been selected to work with such an iconic brand and look forward to building a rewarding partnership with MGM,” said Mark Webster, CEO of J. Walter Thompson Hong Kong.
“The opening of a such a special second property is a pivotal moment for the MGM China business and particularly against the backdrop of an evolving Macanese market. It’s both an opportunity and a responsibility we look forward to undertaking,” added Rollo Gwyn-Jones, group account director at J. Walter Thompson Hong Kong.