J. Walter Thompson Hong Kong bags brief for launch of integrated resort MGM Cotai

mgmJ. Walter Thompson Hong Kong has been appointed by MGM to launch the $3.1 billion integrated resort MGM Cotai in Macau.

The agency is to form a specialist team between its Shanghai and Hong Kong offices on the back of the win, with an integrated campaign for the launch of the property to be rolled out in the coming months. The agency has also been tasked with developing a strategy to attract customers to both of the company’s Macau properties throughout and after the launch.

“The China marketplace is dynamic and complex and our goal is to have a creative and innovative approach to developing the MGM brand globally ahead of the launch of MGM Cotai,” said Sarah Rogers, senior vice president of strategy and corporate responsibility for MGM. “Ultimately J. Walter Thompson, with its teams in Hong Kong and Shanghai, is the right fit for MGM to support the successful opening of MGM Cotai, which will bring a new level of experiences for Macau visitors in 2017.”

The MGM Cotai will offer approximately 1,400 rooms and suites, as well as Asia’s first dynamic theatre space and a slate of restaurants.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing