MGM China has appointed a combined team from OMD and Xaxis to handle the media strategy for the company’s new USD 3.3 billion integrated resort in Macau, MGM COTAI, which will be launched during the fourth quarter of this year.
J Walter Thompson, which was appointed as Agency of Record in January, led the selection of the two media specialists, and will oversee the partnership as the integrated agency lead.
OMD will be responsible for integrated media strategy, planning and buying in Guangzhou and Hong Kong and also oversee all ATL, search and social assets across Hong Kong and China.
Xaxis will handle all programmatic display and video advertising across targeted territories in Asia Pacific.
“In OMD, we have a highly experienced integrated entertainment resorts partner with a geographic footprint that suits the MGM challenge. Using the Xaxis platforms, we are able to take an extremely calculated and qualified approach to achieving not just reach, but targeted lead qualification and conversion,” says Rollo Gwyn-Jones, Group Account Director at J. Walter Thompson Hong Kong.
“We are delighted with the opportunity of working closely with JWT and Xaxis to launch MGM COTAI which promises to be one of the most innovative and creative luxury destinations in the region. We will leverage the power of the collaboration to deliver ground-breaking work for MGM COTAI, driving their growth and visibility,’’ said Deric Wong, CEO OMD Hong Kong.
“We are extremely honored to have been selected by MGM COTAI to play a big part in the launch of its exciting new integrated resort. Having our outcome-based programmatic media solutions paired with the audience-led dynamic creative approach designed by JWT, we look forward to driving the highest return of investment for our client partner,” said Andy Chung, MD Xaxis Hong Kong.
MGM COTAI will boast approximately 1,400 rooms and suites with diverse offerings ranging from Asia’s first dynamic theater space, the Spectacle as well as a slate of innovative restaurants including AJI, the first Nikkei cuisine offering in Macau in collaboration with celebrity chef Mitsuharu Tsumura.
“The strong team we have assembled with JWT, OMD, and Xaxis will bring the innovation and creativity behind MGM COTAI to life throughout the launch campaign. We are proud to have this collective group working together for the successful open MGM COTAI in the fourth quarter of 2017,” said Sarah Rogers.