INTERNATIONAL INDIA FILM ACADEMY by OgilvyOne Hong Kong for THE VENETIAN RESORT HOTEL MACAU

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INTERNATIONAL INDIA FILM ACADEMY

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Industry Leisure Parks
Media Direct marketing
Market Hong Kong SAR China
Agency OgilvyOne Hong Kong
Associate Creative Director Matthew Nisbet
Executive Creative Director Shayne Pooley
Creative Director Matthew Kwan
Art Director Tse Ka Po
Released March 2009

Credits & Description

Category: Traffic & Brand Building
Advertiser: THE VENETIAN RESORT HOTEL MACAU
Product/Service: RESORT AND ENTERTAINMENT CENTRE
Agency: OGILVYONE WORLDWIDE HONG KONG
Date of First Appearance: Mar 15 2009 12:00AM
Entrant Company: OGILVYONE WORLDWIDE HONG KONG, HONG KONG
Executive Creative Director: Shayne Pooley (Ogilvyone Worldwide Hong Kong)
Associate Creative Director: Matthew Nisbet (Ogilvyone Worldwide Hong Kong)
Creative Director: Matthew Kwan (Ogilvyone Worldwide Hong Kong)
Art Director: Tse Ka Po (Ogilvyone Worldwide Hong Kong)
Group Account Director: Igor Lau (Ogilvyone Worldwide Hong Kong)
Media placement: DM - DM - 15 March 2009

Describe the brief/objective of the direct campaign.
The Venetian Resort situated in Macau is the world’s largest casino and boasts a 3,000 suite hotel. To feed this beast requires an aggressive growth strategy. India, with 1.1 billion people, was a key focus and so securing the rights to host the International Indian Film Academy (IIFA) Awards, which are the Oscars of Bollywood, would be invaluable in delivering on this goal. 600 million people watch this event, 17 times bigger than the Hollywood Oscars. To build The Venetian brand to the IIFA selection committee required a serious high impact Direct Marketing piece with added theater.

Explain why the creative execution was relevant to the product or service.
The bid was a detailed outline of the requirements for hosting such an event. Excitement, energy, opulence needed to be conveyed to the 12 member selection committee. So we had to design a high impact DM piece. It would have to deliver the very essence of The Venetian, build brand and ultimately drive traffic. The Venetian is about delivering experiences, so one more element was needed: Theater. We flew over a gondolier and organized 12 butlers to personally hand deliver the direct mailing to every IIFA member.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To become the IIFA host city is hotly contested for the following reasons: Prominent brand exposure to India’s 1.1 billion population and the most coveted TV event in the country with over 600 million people worldwide also viewing the 3-day event. Countries and governments bid for the honour; but in this case it was The Venetian Hotel Resort, a mere property. The creative solution was ‘The Venetian-Where anything is possible.’ And if successful, we would get the necessary exposure plus US$10 million in tourist dollars in just 3 days and over US$ 65 million in free PR exposure alone.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We won the hosting rights of IIFA 2009!!! We successfully outbid 6 countries: Shanghai, Turkey, United Arab Emirates, Poland, Ireland and Italy. The win in hosting IIFA had a direct link to The Venetian’s objective of building brand and driving traffic by tapping into the Indian population of 1.1billion through televised coverage and free PR. An increase of Indian tourist arrivals into Macau of over 190% in June, with a continued average of just under 30% thereafter. US$10 million of tourist dollars into The Venetian in just 3 days. US$65 million of free PR exposure through the televised event to 600 million people in 110 countries.