MGM China appoints OMD and Xaxis to launch new Macau resort

MGM China appoints media agencies ahead of resort launch

Hotel and casino company MGM China has appointed OMD and Xaxis to handle its media account as the company prepares to launch the MGM Cotai resort in Macau.

The appointments will see the two agencies share responsibilities for media strategy for the launch of the $3.3 billion entertainment resort in the fourth quarter of this year.

OMD will be responsible for integrated media strategy, planning and buying in Guangzhou and Hong Kong and will also oversee all ATL, search and social media assets across Hong Kong and China.

Xaxis will be tasked with programmatic display and video advertising across targeted territories in the Asia Pacific region.

Both agencies will work alongside J Walter Thompson, which was appointed agency of record in January.

Sarah Rogers, senior vice president of strategy at MGM China said: “The strong team we have assembled with JWT, OMD, and Xaxis will bring the innovation and creativity behind MGM Cotai to life throughout the launch campaign. We are proud to have this collective group working together for the successful open MGM Cotai in the fourth quarter of 2017.”

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Danielle Long

Danielle Long is APAC Correspondent for The Drum with a remit to cover news from China, Australia and New Zealand. Danielle has 15 years experience as a marketing journalist and has worked on publications in the UK and Australia. She has interviewed some of the world’s leading marketing, advertising and creative brains and has written about almost every standout brand and marketing campaign from the last 15 years.

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