Wynn Macau's 'Signature' strategy wins hearts for elevating luxury

Nestled in the heart of Macau, Wynn Resorts in Macau with a mission that extends beyond providing private vacations: to help transform the city from a gaming-centric hub into a world-class centre for tourism and leisure. This commitment is demonstrated by its recent US$2.2 billion investment in diversifying Macau's offerings, which includes an unexpected focus on elevating Chinese wine. 

While the international wine community has historically viewed Chinese wines as substandard, their quality has been steadily improving with a new generation of winemakers. To champion this progress, Wynn created the Wynn Signature Chinese Wine Awards (WSCWA)—a platform judged by international experts to recognise China's finest wines. This innovative initiative earned Wynn Resorts (Macau) the Bronze award for Best Corporate Affairs Strategy at MARKETING-INTERACTIVE's PR Awards Hong Kong 2025. 

In a conversation with MARKETING-INTERACTIVE, Zoe Zou, chief marketing officer – resort marketing of Wynn Macau, explained that the award validates the company's unwavering commitment to defining world-class experiential luxury. This vision is brought to life through events launched under the Wynn Signature brand, including the Chinese Wine Awards, Hypercar Exhibition, High Jewelry Exhibition, and Luxury of Times. 

“We are absolutely thrilled. This award isn't just about recognising a single event; it's a profound validation of the Wynn Signature brand philosophy that we’ve been building since I came on board. The successful establishment of this lifestyle brand proves that our vision of creating unique global events resonates powerfully with our guests.” 

Unearthing insights 

Explaining the insights behind the campaign, Zou said the Chinese Wine Awards- the world’s biggest international competition dedicated to Chinese wines—was created to establish a globally recognised, authoritative platform that elevates Chinese culture and supports a new luxury lifestyle sector.   

The year-round initiative aimed to maximise awareness of the awards and communicate Wynn's leadership and commitment to Macau in placing Chinese wines on a global stage.  

Wynn’s dedication to curating authentic excellence is resonating not only in Macau and Mainland China, but also across the continents, said Zou. “This success confirms that Wynn is more than a resort; we are an international cultural curator and a driving force behind a world-class experiential luxury.” 

The campaign was strategically built on awareness and education. To build credibility, Wynn prioritised discoverability, launching a targeted SEO and SEM initiative. Over six weeks, the hotel sustained momentum of the Chinese Wine Awards with a sequenced news cycle: a teaser for the awards event, an inside look at the judging, the grand winner announcement, a finale promoting the Wine Promotion Month. This was then followed by a year-long program to spotlight the outstanding wine selections. 

Wynn Macau and Wynn Palace have also invited 20 media and influencers from Hong Kong, China and the Asia Pacific region for the judging period and an additional 40 media and influencers for the ceremony. Bespoke tasting experiences and in-depth discussions with sommeliers on Chinese wine selections were offered for VIP guests. 

Brand repositioning post-pandemic 

Given the drastic change in consumer behaviour post pandemic, Wynn has reiterated its position as a leader in luxury hospitality and an integral stakeholder in Macau’s transformation into a world centre for tourism and leisure, said Zou.  

“Our differentiation lies entirely within the Wynn Signature, lifestyle ecosystem, which is defined by our commitment to uncompromising excellence and creating #OnlyatWynn experience.”

After the pandemic, high-net-worth travellers are looking for unique, high-quality, and personalised experiences. In response, Zou said Wynn merged five-star service with world-class cultural productions to perfectly align with the city’s “Tourism+” and diversification strategy. 

Beyond the signature Chinese wine awards, Wynn Macau and Wynn Palace also hosted the Wynn Signature – 2025 Hypercar Exhibition, attracting ultra-high-net-worth collectors by blurring the lines between automotive and art. 

An impressive line-up of more than 20 of the world’s most coveted hypercars were on display this year. Wynn collaborated with luxury brands and Swiss artist Saiff Vassarhelyi to transform a showcase into a cross-category luxury festival, ranging from an F1 simulator to the distinctive artistic show, HyperLux Lab. 

For Zou, great marketing today has shifted from interruption to invitation. “As an international hospitality brand, it’s no longer about simply telling people you’re luxurious; it’s about inviting them to experience luxury in an #OnlyatWynn way that generates genuine cultural capital.” 

This article is done in collaboration with WynnResorts (Macau).