Inside Asian Gaming

inside asian gaming November 2017 34 Product, such as infrastructure, institutions and those sites, attractions and services chosen as part of the city promotional mix; Prosperity, including gross domestic product, corporate headquarters and how the city is perceived to offer employment and careers; People, such as cultural diversity and migrant labour, and finally; Promotion, in not only what the city is attempting to promote through paid forms of communication but what others are saying, word of mouth recommendations, written articles or a location for a TV or movie backdrop. Cities have an abundance of built assets (such as theme parks, casinos or festivals) and natural assets (such as waterfalls, lakes and snow) from which to choose as features of brand marketing. These are functional assets. Important too are the psychological elements in branding of the friendly, warm, romantic, charming, magical or exciting. Cities can be quick to cite a lengthy range of offerings, of being friendly and exciting, and of offering food, heritage, arts festivals, city marathons and other built attractions. Many of these are common and expected by visitors to any city, so the critical decision is to determine, through research, those few attributes that can elevate the brand. As with Macau, an annual calendar of events is commonplace in most cities. In the quest to be distinctive and unique, an important event review should focus on potential twists, surprises or innovation. In Singapore, Formula 1 is a night race. The Hong Kong 7s is a much quicker form of traditional rugby that has become an iconic sporting event for Macau’s neighbor. Multiple images are not needed. Just a few well-chosen attributes and messages can propel a city into the limelight. The city brand message and imagery needs to reach target audiences. Travelers will look for validation and sources they can trust when joining a two-way conversation online, more commonly “City branding is a process that must reach majority consensus and buy-in from resident communities, including casino concessionaires – the key revenue provider to government.” through their smartphone. It is 24/7 engagement requiring expertize in online content and social media strategy. Every day Macau’s integrated resorts are tasked through strategic marketing and campaigns with attracting casino patrons to fill hotel rooms, restaurants, spas and shoppers. Invariably for Macau’s city brand and tourism strategy to reach greater levels of success, there must be city brand collaboration with the Cotai properties. The issue of city brand strategy and standing out from the crowd to attract certain visitor segments or encourage trade and overseas talent is a global challenge for those in charge of city marketing. Cities within countries will also compete. An attribute that once provided brand recognition for the city may be copied by others. Distinctiveness can be short lived, a consideration Macau must factor into its own city branding as its looks to the longer-term development of tourism including the Cotai Strip and the large IRs present there. This article was written from city brand strategy content presented by Prof. Glenn McCartney as a keynote speaker at the Tourism Promotion Organization (TPO) of Asia Pacific Cities conference in October in Tongyeong City, Republic of Korea on the theme of “City Brand & Tourism.” Features The Parisian Macao, with its replica Eiffel Tower, has quickly become a global tourist attraction