As China’s anti-corruption crackdown has driven away Chinese high rollers from Macau, the gambling market in south-east Asia has been alerted to opportunities to lure away affluent gamblers.
A VIP-focused expansion is occurring with the openings of Solaire Resort and Casino in 2013 and City of Dreams Manila last year in the Philippines, attracting not only well-heeled players but also junket operators.
Solaire has recently been promoting its brand through muppies (a form of electronic roadside advertising), which can be found in strategic areas of Macau.
Conde Group, a creative marketing agency in Macau that is responsible for Solaire’s brand campaign, disclosed that the campaign also aims to target Hong Kong visitors and tourists, in addition to Macau residents.
