Situation
As the representative office for the Macao Government Tourism Office (MGTO) in North America, Warner is responsible for 360-degree strategic planning: trade, co-op programs, digital, radio and native content campaigns, public relations and social media. When Macao was named the 2018 Creative City of Gastronomy by UNESCO, Warner capitalized on this distinctive honor with a series of immersive and integrated campaigns.
Action
The Experience Macao Food Truck kicked off in 2017 with a sneak peek at a media and trade event co-hosted by Tasting Table. The food truck then hit the streets of New York to showcase two local delicacies: egg tarts and pork chop buns. In 2018, MGTO expanded its food truck event to include both New York and highly trafficked locations in Greater Los Angeles: Hollywood & Highland, Venice Beach and Fashion Island in Newport Beach.
Results
MGTO was recently awarded the prestigious Travel Weekly Gold Magellan Award in Destination Marketing for the Experience Macao Food Truck.
A kickoff sponsored segment on NBC New York garnered a reach of 41,000 and over 26,000 views and engagements online. This segment was so successful that, by the end of our first day of activation, we had to increase the overall quantity of food: A total of 6,250 dishes were served. The Experience Macao Food Truck had a consumer reach of 140,000 in just five days with over 13,000 impressions. We were also able to secure several media placements in publications such as The New York Times, Fathom and Travel Weekly, among others, resulting in over 32 million impressions and a PR value of over $640,000. Guests were encouraged to share their experience on social media using the hashtag #WowMacao.
Paid and earned social media promotions delivered 144,000 impressions and 13,200 engagements.
- 32M PR impressions
- 140K consumers reached
- 144K social impressions
