Case Studies

10 outstanding achievements within 1.5 years journey with MGM China

CLIENT BACKGROUND

MGM China Holdings was planning to launch their second integrated casino, hotel and entertainment complex in Macau in February 2018. In August 2017, Xaxis was appointed to handle all programmatic placements and has been Xaxis Hong Kong's biggest direct client up to date.

CLIENT KEY CHALLENGE

Total visitor arrivals to Macau in full-year 2018 was 9.8 percent more than the record set in 2017. While MGM Cotai hotel room and offers was in high demand, the competition was also keen. Up to the end of 2018, there were 120 hotel establishments in Macau supplying a total of 40,109 rooms, a year-on-year increase of 5.8 percent. In Q2 2018, there were three hotel projects under construction in Cotai and a further four projects in the planning stage. There was a huge challenge of MGM Cotai to maintain a top-of-mind brand awareness in the ever-evolving market within their first year.

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