CASINO TOURISM
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Real Time Turnover Optimum Game Speed
Interactive Table Limit Display
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very specific target group. We are already developing programming around two casinos in Europe.
CI: What kind of casinos are you trying to get on board? What are
you looking for in a casino to promote? RR: Well, we are starting with the casinos rather than trying to get
everyone else on board first. We feel the casino operators are the people who will understand the potential of the Macau audience best. Other advertisers and sponsors will first want detailed viewer demographics, whereas the casinos know that Macau is their target group. So we’re approaching the casinos as the primary partners in this initiative. We’re looking for partners who might be operating multiple casinos, and who are interested in developing an overall strategy to develop tourism to the regions where they have casino properties. Also, we want to include casino destinations that are a little off the beaten track. Everyone knows about London but there are so many other great European cities with great casinos waiting to be discovered. One problem is that the European casinos are quite different to the casinos that the Chinese are used to from Macau. In Europe we sometimes like things to be quaint and intimate, but the Chinese like casinos that are big, bright and noisy. So typical European casinos might at first not be natural destinations for the Chinese. Through our programme, we want to position the casino as a key part of an overall travel experience, which is uniquely European and exciting for our target group. At the same time we are hoping to be able to help the casino community gear up a little towards the typical Chinese patron of the future. This doesn’t necessarily mean that they need to expand, but they might look at offering Baccarat if they don’t have it on their floors, and providing the various facilities and services that Chinese players like. It’s a bigger agenda, to help the casinos not only attract the Chinese
players but also to cater for them correctly. CI: Are you going to reach all of the people you want to – need to
– if you’re just on TV in Macau, though? What about the rest of China?
RR: Lotus TV is a satellite-based network broadcasting throughout Macau, Hong Kong and Mainland China. The reason we are talking mainly about Macau at the moment is because it helps us clearly define the target group and the audience when we are speaking with casinos and tourist organisations. We are really reaching all of China with this. The interesting thing about this network is that it is privately owned,
dynamic and progressive. It is growing rapidly in popularity with audiences across China because of its excellent programming – showing Hollywood classics and box-office hits with very little advertising.
DECEMBER 2010 29
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To contact us, or for more information visit our website:
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