Discover the Hidden Gems of Macau

The Macau Government Tourism Office (MGTO) was looking to drive broader awareness and promote themselves as a well-rounded entertainment destination with world-class yet culturally unique food, events and leisure. The goal was to increase conversion of visitors in target markets across Asia Pacific (Australia, Hong Kong, Japan, Korea, Malaysia, Singapore, Taiwan and Thailand) as well as the U.S.

Expedia® Media Solutions, in partnership with MGTO, developed a multi-faceted campaign that highlighted the broad appeal of Macau and its hidden gems, from its internationally recognized fusion of Portuguese, African, Southeast Asian and Chinese cooking and expansive shopping, to rich cultural events and local adventures.

The team developed a unified multi-market campaign that was then tailored to each of the nine markets with localized landing pages, and display and responsive advertising on® and® websites. The creative content included a rich video highlighting the many unique experiences available in Macau, as well as informational editorial on cuisine, heritage, and upcoming signature events like the Dragon Boat Festival. Social media was fully integrated, and incorporated Facebook Ads to drive broader reach.


In a true collaborative fashion, the team also rallied hotel partners to actively participate by providing exclusive offers specific to the campaign, and different regions to provide special air fares as well.


The campaign resulted in an impressive measurable conversion of more than 90 and 70 percent increase from the previous year in passengers and hotel room night booked, respectively and a return on ad spend of 8:2.

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Gianluca Armando

Director, Brand and Marketing, Expedia Group Media Solutions

Gianluca Armando is the Director of Brand and Marketing at Expedia Group Media Solutions, where he leads the creative advertising partnerships and implementing global marketing campaigns. Previously, Gianluca led the Expedia Group Media Solutions business development team and was responsible for the creation and implementation of digital media campaigns for marketing partners across Asian and Pacific Coasts. He started his career as an intern at Expedia Group, and over the last 11 years has gained global experience working in a variety of countries including Italy, Spain, the UK, Australia, and Singapore. Gianluca graduated with a master’s degree in tourism economics and management from Ca' Foscari University in Venice, and now lives in London with his family.

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