We fed the public the ‘only’ good news from Macau with COD’s Dream Job 7,000+ recruitment and raised brand awareness across Asia. Through Dream Builders communications and COD production videos/photos in online social networks, people were engaged with behind-the-scene stories and witnessed how COD was started from scratch and turned into a reality, gradually built anticipation for its opening.TV, print and out-of-home media dominated key targeted cities directed people to www.cityofdreamsmacau.com to learn about COD. Immediately invited to join COD’s Live The Dream online promotion, we encouraged them to spread COD with their personal networks. Personal data was collected (crucial to overcome advertising restrictions) and COD’s propositions and gaming elements conveyed.Upon COD’s opening, Macau visitors were strategically captured by vicinity media along their journey. The 3-day Grand Opening activities drove significant global media coverage and generated additional online content urged worldwide travellers to come and experience The Dream.

• Over US$6m media coverage.

• 600 media and over 36,000 visitors on the opening night.

• COD keywords (Chinese and English) searches generated over 40m listings, 1m images and 500 videos.• In 2 months, 523m impressions with 1.8m clicks.

• 34 countries joined the online promotion, over 7,000 dreams registered and over 234,000 votes.

• Over 1,000 new membership and 4100 e-newsletter sign-ups.

• 83% awareness in HK and China four weeks after opening.

• 74% visit intention as a result of the campaign.• 1 million visitors in 27 days. Thereafter, 37,000 visitors a day.