The Guardian created a cross media campaign that would showcase Macau as a destination rich in culture and heritage.
The tourist board wanted to put Macau on the map for UK holidaymakers and to counteract the image of Macau as the Las Vegas of the East. It wanted to communicate the Macau's diverse range of attractions, heritage and culture and promote it as an alternative to Hong Kong when stopping on route to Australia. The tourist board's aim was to drive traffic to it's site and ultimately increase bookings of holidays to Macau through it's partner tour operator, Trailfinders. It also wanted collect as much customer data as possible for marketing purposes.
The Macau Tourist Board wanted a creative, cross media campaign that would showcase Macau as a destination rich in culture and heritage.
GNM's audiences were the ideal target for the campaign. A sponsored microsite was created on guardian.co.uk and was live for eight weeks. The microsite combined exciting features and photography. Advertorials focused on Macau's food, culture and heritage, and highlighted the wealth of nightlife on offer outside the casinos. Visitors also had the chance to win a trip to Macau. Traffic was driven to the site via ads on guardian.co.uk. An advertorial also ran in the Guardian's Travel section; it focused on "48 hours in Macau" and was designed to be used as a handy pull-out.
The microsite was very popular, receiving 35,000 page impressions and 14,000 unique users. Over 10,000 people entered the competition allowing the tourist board capture their details. The microsite was also very successful at delivering web traffic to the Macau Tourist Board.
Before the campaign began, its site did not receive any traffic from guardian.co.uk; in the first week that the microsite was live guardian.co.uk delivered 23% of the traffic received by Macau's site.