One of the world’s best-known marketing and advertising agencies – Saatchi & Saatchi, was hired by Sands China to become its new creative agent in Asia. The deal was estimated at $50 million and will cover the operations of Sands China in Mainland China as well as in Macau and Hong Kong. An official selection event was held during which as many as 10 agencies introduced their services by means of special presentations.
A total of Saatchi & Saatchi 130 employees from the company’s Hong Kong, Shanghai, and Guangzhou offices took part in the presentation. As it was reported, the presenters surprised the audience by showing up with black T-shirts with gold text saying: ‘Sands Macao and Saatchi & Saatchi – One Team One Dream, Nothing is Impossible.’
Chuanda Tan, currently taking the position of an Executive Creative Director at Sands China, commented that the Saatchi & Saatchi team had demonstrated “great cohesiveness”. Mr. Tan also shared that he was amazed by the innovative ideas and detailed statistics presented by the advertising agency.
He explained that Saatchi & Saatchi won their attention by providing a thorough knowledge of how Sands China’s target groups should be approached as well as due to their fresh ideas and plans for the improvement of the company’s marketing plan.
Clearly, the advertising agency had closely researched Sands China and had shown how interested it had been in such a partnership.
Under the $50-million contract with the gambling operator, Saatchi & Saatchi will be expected to take care of the advertising of several of Sands China’s properties. And Sands Macau and the Four Seasons hotel are among the venues that will need to be paid special attention. These particular resorts offer a comprehensive selection of casino games, such as Poker, Baccarat and Blackjack, as well as slot machines.
Taking care of properties like these requires a complex and flexible advertising plan, due to the fact that apart from the gaming options, they provide a great number of other attractions, such as a theater that hosts various acrobatic, hip-hop, k-pop events, exhibition rooms, private spa rooms, and a variety of booking promotions.
Sands China is currently developing The Parisian Macao, a multimillion hotel and casino resort, which is expected to feature more than 5,000 rooms as well as hundreds of gaming options. The property is expected to be completed and launched sometime in 2015.
