Las Vegas Sands taps CheetahMail

LAS VEGAS SANDS  EXPERIAN   EMAIL MARKETING 

Hong Kong - Las Vegas Sands (LVS) Macau has appointed Experian's email marketing provider CheetahMail to deploy email campaigns and develop marketing surveys across Asia. 

The three properties under LVS include Sands Macau, Venetian Macau and Four Seasons which will be executed in Mainland China, Hong Kong, Taiwan, Japan and India.

Christopher Wieners (pictured), senior manager, online marketing for The Venetian Macao Resort Hotel, said CheetahMail will allow the company to move away from sending blind messages to deploy and manage email campaigns effectively. 

He added that CheetahMail is not just an email service client but is confident they will ensure LVS gets its voice heard as well as maximise its ROI.

Wieners said the company will use local tools specific to each markets. In Hong Kong for example, consumers get web IP targeting promotions tailored to day travelers that entice them to extend through the weekend. 

Target segments include families looking for children activities or the younger 25 to 45 year old professional crowd seeking entertainment.  

However, Wiener said targeting email campaigns to Mainland Chinese poses a key challenge particularly when it contains casino and gaming themes. 

While he could not confirm the percentage of Chinese that frequent LVS on the mass gaming floor, he said they make up a significant proportion of the overall visitors. 

Wiener also disclosed that the company will roll out a social networking element in its email marketing strategy in mid- August this year to allow email recipients to share promotions on the various social networking sites .

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