Extensive PR campaign for Macao Government Tourism Office

Related assists Macao Government Tourism Office with research, strategies, PR, trade and marketing activities in the Nordic market.


When appointed Nordic representative for Macao Government Tourism Office, Related planned and executed a massive strategic 8 months PR campaign with the aim to increase awareness of Macao – which had so far been quite unknown in the market – among experienced Nordic travelers.

The campaign included both regular press releases, tailored media pitches, press visits and influencer visits.

For example, Related coordinated a tailor made press visit for a freelancer who commissioned articles with no less than 6 tier 1 media – including the leading Danish financial newspaper, Danish and Norwegian women’s magazines as well as SAS’ inflight magazine (SAS flies directly to Hong Kong from Copenhagen). Other press trips involved food journalists (as Macao has a lot of Michelin restaurants and street food vendors) as well as national newspapers and business magazines.

The 6 influencers invited were a mix of male and female lifestyle influencers with massive reach – to reach the broad masses – as well as travel and foodie influencers; to specifically reach experienced travelers.

In total, the PR campaign resulted in media coverage with a total reach of over 9.7 million people across the four Nordic markets and an advertorial value over 437,000 USD in traditional media – and a reach exceeding 9.4 million people as result of the influencer trips.

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