Skip to content
Case

Uncovering potential and go-to-market strategy for Macao

Uncovering potential and go-to-market strategy for Macao
Travel

 

For Macao Government Tourism Office (MGTO), Related got the task for uncover Macao’s potential as a travel destination within the Nordic market.

 

Related therefore used the Travellyze concept, with the yearly Nordic quantitative survey, and then added specific Macao questions – to be able to combine the Macao destination profile with the Nordic traveler profile. By doing this, we could also benchmark Macao against 101 different destinations around the world.

 

The over 4.000 respondents were based on a representative cross section of people from the largest provider of panelists in the Nordics, M3 Research.

 

Further, Related conducted a qualitative survey by completing 14 personal interviews with travel trade professionals, influencers and private travelers – both some who had visited Macao and some who had not.

All the data and insights made it possible to evaluate on the destination’s potential in the market – and which products/experiences would be of highest interest among the Nordic travelers.

 

Based on this analysis, Related developed a go-to-market strategy for MGTO outlining how to fulfil Macao’s potential in the Nordics in the best possible way; which segments to target and which strategic approach the tourism board should take, divided into 3 phases: for the first 6 months, the following 2 years and the years after that. The strategy document also included USP’s made especially for the Nordic travelers, proposed channels, proposed PR strategy and proposed trade strategy.

After presenting the analysis and strategy, Related was appointed to undertake the PR and trade activities outlined in the strategy.

Other cases

Broadcast campaign with the northman for Tourism Ireland
Travel

Broadcast campaign with the northman for Tourism Ireland

TOGETHER WITH LEADING CINEMAS IN SWEDEN, NORWAY AND DENMARK, WE DID A CAMPAIGN AROUND THE PREMIERE OF THE NORTHMAN, A VIKING MOVIE FILMED IN IRELAND – WITH IMPRESSIVE RESULTS. In April 2022, the epic viking drama The Northman had its world premiere. A great part of the movie has been shot in Ireland and Northern …
See case
PR launch of the new Celebrity Beyond
Travel

PR launch of the new Celebrity Beyond

WE ASSISTED CELEBRITY CRUISES WITH PR AROUND THE LAUNCH OF THEIR NEW STATER OF THE ART CRUISE SHIP, CELEBRITY BEYOND, INCLUDING MEDIA AND INFLUENCER VISITS AHEAD OF THE OFFICIAL MAIDEN VOYAGE. The media and influencers got the chance to experience the ship first-hand, on a unique sailing along the English coast. Celebrity Beyond is the Third …
See case
Cross media campaign for JNTO
Travel

Cross media campaign for JNTO

RELATED HAVE COORDINATED A NORDIC CROSS MEDIA MARKETING CAMPAIGN FOR JAPAN NATIONAL TOURISM ORGANIZATION WITH DIGITAL ADVERTISING, NATIVE ADVERTISING AND SOCIAL MEDIA ADS. On behalf of Japan National Tourism Organization, Related was appointed to coordinate a cross media campaign consisting of different elements, including: Digital guidebooks with tips on what to do and see when …
See case
PR for new holiday resort
Travel

PR for new holiday resort

RELATED ASSISTED CENTER PARCS EUROPE WITH PR AROUND THE GROUNDBREAKING EVENT FOR THE NEW NORDBORG RESORT, EXPECTED TO OPEN ITS DOORS IN LATE SUMMER 2024. May 17 2022, the first sod was turned for the future Nordborg Resort, which has been on the drawing board since 2012. Related was there to assist with PR around …
See case