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Bien Perez

Galaxy Macau, the new five-star casino resort, has bought up all the advertising space in the Tsim Sha Tsui MTR station - nearly 10,000 square metres in all - to promote its opening 12 days from now.
'This is the largest metro station-wide advertising campaign in China, if not the world,' said Amy Chan, the managing director at JCDecaux Transport Hong Kong, the sole agent for advertising in the six Hong Kong MTR train lines.   
The campaign, whose price Galaxy Macau declined to disclose, began yesterday and will run until the end of this month. The ad blitz overwhelms  the busy station's exterior and interior with the branding, images and promotions for Galaxy Macau, owned and operated by Hong Kong-listed Galaxy Entertainment Group.  
The ads include exterior billboards, wrap-around graphics on the pillars, stickers on the floor and platform screen doors, posters and graphics on the wall and ceiling, a 3-D exhibition space on the concourse, digital panels and multimedia spots using the trackside and concourse television displays. There are up to 20 different advertising formats, according to Chan.
The displays at Tsim Sha Tsui, an area popular with mainlanders as well as international tourists, include images of the exterior and interior of the resort - casino, restaurant, spa, hotel rooms - with text in both Chinese and English. 
A spokesman for Universal McCann, the media agency for Galaxy Macau, said multilingual promoters would be  at the station's concourse on the weekends to answer any questions about the resort from commuters, including tourists from the mainland and other markets.  
More than 97 per cent of Macau's nearly 25 million visitors last year were from Asia, according to Macau Government Tourist Office statistics. 
Opening on May 15, the 550,000-square metre Galaxy Macau complex on the Cotai Strip will include more than 2,200 rooms, suites and villas at its three accommodation providers: Singapore-based Banyan Tree Hotels and Resorts, Japan's Okura Hotels & Resorts and the Galaxy Hotel.  
Peter Caveny, head of investor relations at Galaxy Entertainment Group, declined to provide the exact cost of the four-week MTR station campaign, but pointed out that the marketing budget was included in the HK$15.5 billion total investment in Galaxy Macau.  
'We wanted to make a significant impact on the marketplace and get our message across to the 2.7 million passengers who pass through that station everyday,' Caveny said. 
Jennifer Ma, the sales and marketing director at media-monitoring firm admanGo, said Galaxy Macau would certainly have paid a premium to launch such a major campaign in one of the city's busiest train stations.  
According to JCDecaux Transport Hong Kong, it accepted no other booking at the Tsim Sha Tsui station for this month and suggested clients run their campaigns in other MTR stations. 
Chan said it took four months to plan and execute the Galaxy Macau MTR station campaign. 'It also took nearly two weeks to install everything at the station,' she said.
Galaxy Entertainment Group, which is controlled by the family of property and construction tycoon Lui Che-woo, has more campaigns planned for Galaxy Macau after its MTR station project.  
'We're going to escalate our marketing dramatically over the next few weeks,' Caveny said. 'We'll complement the MTR station campaign with wrap-around advertising on buses and taxis, print media advertising, television commercials and advertising on popular internet portals.'
Data from admanGo showed the Galaxy Group was ranked sixth last year in advertising spending among casino industry players, with campaigns worth  HK$1.02 million.



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Galaxy Entertainment Group

Galaxy Macau plasters MTR station with ads