Advertising spending in Hong Kong's hotel sector reached a record high in May, boosted by Galaxy Macau's massive campaign to promote its recently opened five-star resort casino.
Media-monitoring firm admanGo yesterday reported that Galaxy Macau's advertising blitz amounted to HK$27.86 million, which accounted for 57 per cent of its industry's total spending last month.
That helped lift hotel advertising spending in Hong Kong to HK$49.03 million, up 228 per cent from HK$14.94 million in May last year.
Total advertising spending in the city last month rose 13.33 per cent to HK$2.89 billion from HK$2.55 billion a year earlier. HSBC, with HK$30.65 million worth of campaigns, was the top-spending brand last month.
Galaxy Macau, owned and operated by Hong Kong-listed Galaxy Entertainment Group, last month bought up all the advertising space in the Tsim Sha Tsui MTR station - nearly 10,000 square metres in all - to promote its Cotai Strip complex that opened on May 15.
The advertising coverage, which ran from May 5 to 31, included 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 3D exhibition space on the concourse, digital panels and multimedia spots using the trackside and concourse television displays. There were up to 20 different advertising formats used.