Inside Asian Gaming

INSIDE ASIAN GAMING | November 2012 40 Insights first and foremost to the Asian traveler and those looking for a premium Asian holiday experience. GEG claims Galaxy Macau is the only property of its kind in Macau with true resort features, the centerpiece of which is the tropical, 52,000-square-meter Grand Resort Deck with an actual white sand beach surrounding its signature 4,000-square- meter Skytop Wave Pool. The resort also includes more than 2,200 rooms, suites and villas across three world-class, five-star hotel brands, Galaxy Hotel, Hotel Okura Macau and the Banyan Tree Macau. Understanding the importance of food to complete an authentically Asian holiday experience—as well as to offer a touch of familiar home comfort to traveling guests— GEG made sure to create a diverse pan-Asian selection of F&B outlets at Galaxy Macau. In support of the Macau government’s efforts to continue to diversify entertainment offerings in the city, it also introduced the state-of-the-art, nine-screen UA Galaxy Cinemas, which has proven tremendously popular among Macau residents given that the city previously did not offer any modern multi-screen cineplexes. The opening of Galaxy Macau signaled the arrival of a new major player on the global gaming stage. By analyzing the target audience and developing a compelling brand proposition, GEG has become the No. 2 operator inMacau in terms of market share. Its “World Class, Asian Heart” hospitality and its positioning as the “New Palace of Asia” have created a unique visitor experience. The brand positioning is clearly outlined in a new brand campaign, “Here you are royalty,” that is currently all over target markets in print, outdoor and TV advertisements. Inside Asian Gaming spoke with Galaxy Macau’s Senior Vice President of Marketing Janette Kendall and Vice President of Marketing Communications Jane Tsai about the Galaxy brand. IAG : GEG has clearly created a brand and an image of a place to go at Galaxy Macau. Can you please describe it for us? Ms Kendall : Francis Lui’s inspiration for developing Galaxy Macau is based upon a Southeast Asian resort, with the insight that most travelers in Asia go to Southeast Asian destinations on holiday. We call Galaxy Macau the“New Palace of Asia”, which comes from a couple of different levels. First of all, it talks about the architecture. The building looks like a palace. It creates that “wow factor.” Second, when a lot of customers go to luxury resorts, they want to be treated like VIPs. They want to be treated like royalty. So, it’s all about the luxury resort experience and how a customer is going to get the utmost in what we call “World Class, Asian Heart” service. “World Class” refers to providing the standard of international, top-of-the-line, five-star luxury hospitality in terms of service and facilities. Galaxy Macau is simply world-class, whether it’s the hotels, gaming experience, restaurants, entertainment or any other aspect. The Asian experience is our key differentiator. Understandingthatthemarket already had properties offering Chinese or Western experiences, the unfulfilled niche was an authentically Asian experience. And the “Heart” is a level of hospitality and service delivered with attentiveness, respect, passion, sincerity and cultural The SkytopWave Pool Galaxy Macau’s Senior Vice President of Marketing Janette Kendall (left) and Vice President of Marketing Communications Jane Tsai