Galaxy Macau changes focus from VIPs to mass market

PHD Hong Kong is the media agency for the phase-two opening campaign (see the 'Unlimited Journey' TVC above). The company took over from UM Hong Kong after a five-year service.

PHD itself lost another gaming client, City Of Dreams, to Maxus during December 2014. Galaxy Macau's creative agency remains Leo Burnett Guangzhou.

The second phase of Galaxy Macau doubles the property's size to more than 1.1 million square metres after an investment of HK$43 billion (US$5.55 billion).

Creatively, the TVC has nary a differentiating factor from the advertising of other casino operators who have also been billing themselves as leisure and entertainment destinations. Meanwhile, gaming revenue in Macau dropped more than a third in the first quarter of 2015, compared with the same quarter last year, thanks to China's anti-corruption clampdown.

To cope with this, Galaxy Macau is going mass-market in its media planning and buying. "The market is now super competitive because of many more Macau properties fighting for the same gambling targets," explained PHD HK boss Ray Wong.

There is now a subtle change in segmentation, moving from niche marketing aimed at VIP punters to mass-media penetration aimed at reaching as many consumers as possible, according to Wong, whose team has been instructed to buy a lot more online (Facebook) and outdoor space than before. 

A JL Warren Capital report highlighted in local media also stressed that the negative factors affecting the Macau region, such as government austerity, money-laundering investigations and stricter tourist inspections are nothing new. The difference this time is that "all these forces have come together" and as such, "VIP rooms will continue to be quiet for many months to come".