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Bien Perez

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.
Amy Chan, managing director at JCDecaux Transport Hong Kong, the sole advertising agent in the six Hong Kong MTR train lines, said it was 'the largest metro station-wide advertising campaign in China, if not the world'. 
The displays at Tsim Sha Tsui, an area popular with mainland shoppers as well as international tourists, included images of the resort's casino, restaurants, spa and hotel rooms, described with Chinese and English text. 
'The newcomer [Galaxy Macau] stimulated marketing efforts among the top-five spending hotels,' Jennifer Ma, director of sales and marketing at admanGo, said.  
 The hotel sector's second-biggest advertiser last month was the MGM Macau, with campaigns totalling HK$11.23 million. It was followed by The Venetian Macau Resort Hotel with HK$1.87 million, L'Arc Macau HK$1.03 million and City of Dreams HK$640,000.  
The Venetian's HK$13.12 million campaign in August 2007 was previously the largest-recorded advertising spending in Hong Kong for a casino hotel opening.
$49.03m
The total, in Hong Kong dollars, spent on hotel advertising in Hong Kong last month, up  from HK$14.94 million in May last year



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Galaxy Entertainment Group

Spending on advertising hits record high