In preparation of its new USD3.3 billion integrated resort in Macau, MGM COTAI that will be launched during the fourth quarter, MGM China has appointed a combined team from OMD and Xaxis to handle the media strategy.
J Walter Thompson, which was appointed as Agency of Record in January, led the selection of the two media specialists, and will oversee the partnership as the integrated agency lead.
OMD will be responsible for integrated media strategy, planning and buying in Guangzhou and Hong Kong and also oversee all ATL, search and social assets across Hong Kong and China.
Xaxis will handle all programmatic display and video advertising across targeted territories in Asia Pacific.
With 19 years’ experience in Hong Kong, 17 in China, OMD has amassed enough credentials and awards to claim Hong Kong’s most awarded media agency network. OMD Hong Kong was recently voted as Hong Kong’s Most Valuable Company by Mediazone Publishing.
Having served over 150 Hong Kong clients and also powered by their proprietary data management platform called [m]Insights, Xaxis is an award-winning company that has won accolades as the Programmatic Agency of The Year by both Marketing Magazine and Campaign Asia.
MGM COTAI will boast approximately 1,400 rooms and suites with diverse offerings ranging from Asia’s first dynamic theater space, the Spectacle as well as a slate of innovative restaurants including AJI, the first Nikkei cuisine offering in Macau in collaboration with celebrity chef Mitsuharu Tsumura.