Inside Asian Gaming
inside asian gaming November 2017 32 Professor Glenn McCartney explains the importance of developing a unique city brand strategy and why it can help Macau achieve true diversification when it comes to tourist appeal. By Professor Glenn McCartney Features T he brand strategy of a city – from its vision and goals to the level of engagement with stakeholders such as the community, private sector and media – will play a significant role in the city’s success when it comes to the travel markets it attracts (and deters), investment, trade, overseas talent and an overall sense of pride by the local community. Given the sheer number of cities and destination choices available, the city brand must be one that distinctively stands out to attract and break through the clutter of messaging and communication by the many locations all wishing to attract the same audience. Although it has been a constant issue of discussion over the years, establishing a brand image and brand strategy that encompasses the reality of Macau and its Cotai Strip in particular has become increasingly important given recent rhetoric on the need to diversify beyond gaming. Macau city branding strategy Accessing high yield travel markets and tourism diversification Professor Glenn McCartney has been working, consulting and advising government agencies and major casino operators on Macau’s casino and hospitality industry for over 20 years. He increasingly provides insight and analysis to other casino jurisdictions given the lessons of Macau. He is an Associate Professor in Hospitality & Gaming Management at the University of Macau.
Made with FlippingBook
RkJQdWJsaXNoZXIy OTIyNjk=