Inside Asian Gaming

November 2017 inside asian gaming 33 City branding is a process that must reachmajority consensus and buy-in from resident communities, including casino concessionaires – the key revenue provider to government. I have stipulated for over a decade in my research that the absence of a clear Macau city brand strategy is one of the obstacles to any substantial moves towards diversification beyond gaming and progress into non-gaming tourism such as conventions and exhibitions. A common tourism goal in Macau is for more high spending, longer stay customers from China or other regional sources. A well- defined, valid and appealing city brand will send messages that can be less attractive to some markets while engaging to others. As well as being attractive to certain visitors, the image and messaging of any city brand must be one that is convincing, simple to relate to and truly reflects what the visitor will experience while in the city. Experiences good, bad or neutral will be instantly uploaded and shared to thousands on social media via photos, video clips, messages or newsfeeds. With the growth of social media, potential visitors can have expectations and experiences long before they actually visit. But they are increasingly skeptical of city promotions and pitches promising an experience like no other. Key opinion leaders in China have a huge fan base and are able to reach and influence thousands with a single newsfeed. Travelers use word of mouth, blogs and other reviews to construct their travel. There is a need to assess the level of appeal and impact Macau’s current brand messaging is having on enticing new markets and changing perceptions of those target audiences not considering Macau for leisure or business, or on how the brand induces additional visits and spending from current markets. City and destination brand image can be measured. The brand Features strategy presented provides an opportunity for Macau to grow the numbers willing to stay overnight in a hotel, stay longer and spend more. Notwithstanding that more hotels and facilities will open in Macau requiring additional numbers, the emphasis is on high yield and greater spend across gaming and non-gaming, not necessarily on quantity and the common tourism authority dictum that more arrivals alone is better. Resonance, a consultancy company specializing in city branding, has developed the concept of the six “Ps” which ultimately can be measured, benchmarked and compared with competing cities. They are: Place and the perceived quality of the city’s natural or built environment; Programmes, which can include an array of arts, culture, entertainment and sports events; “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.” Professor Glenn McCartney presented his brand strategy at the Tourism Promotion Organization (TPO) of Asia Pacific Cities conference in Korea.