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Bloomberry’s Solaire launches brand campaign in Macau

Philippines-based casino Solaire Resort and Casino has taken its brand campaign and promotions to Macau, reports Macau Daily Times.

The creative marketing agency, Conde Group, which is responsible for Solaire’s brand campaign in the Chinese-focused gaming hub, said it also aims to target Hong Kong visitors and tourists, in addition to Macau residents.

“The muppies [roadside advertising] used for Solaire campaigns are the most significant ones in strategic areas of Macau, such as business and tourist locations,” said Rebecca Choi, director of Conde Group.

Choi said the campaign will last a few months, with a mix of outdoor, print and digital ads.

Earlier this year, Bloomberry chairman and CEO Enrique K. Razon Jr said he was not as fazed by the corruption crackdown that has left so many VIP gaming tables vacant across Asia, reports The Inquirer.

According to Razon, the Solaire Casino from the outset has been tapping into gamblers from outside of China, unlike many operators in Macau, Singapore and Korea.

“We focused on other high rollers,” Razon said. “We had Chinese coming from Macau, Hong Kong, and we developed a good market in Taiwan. We have a very good market in Malaysia, and then other countries followed.”

“Recently, because of the crackdown last year in Macau, we started getting China players, little by little. That’s been growing steadily. Some moved to us, especially those who really like gaming and can’t go to Macau. We also get some from Singapore.”

Asia Gaming Brief is a news and intelligence service providing up to date market information for worldwide executives on relevant gaming issues in Asia.

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