Macao Government Tourism Office (MGTO)
How do you reintroduce a familiar destination through fresh perspectives to a new generation?
Campaign Name
Experience Macao
Macao Government Tourism Office (MGTO)
How do you reintroduce a familiar destination through fresh perspectives to a new generation?
The Macao Government Tourism Office sought to reintroduce Macao to Singapore audiences beyond familiar perceptions. While awareness of the destination was high, its depth as a lifestyle, culinary, and hospitality hub was often underexplored, particularly among younger travellers. The campaign leveraged influencer marketing to invite creators to experience Macao through new perspectives, allowing them to surface a broader range of experiences organically. Through experience-led storytelling, the work reframed how Macao was seen, encouraging audiences to rediscover the destination through lived moments rather than predefined narratives.
Campaign Name
Experience Macao
The Challenge.
Macao was a destination with high awareness among Singapore audiences, but familiarity had narrowed how it was considered. Long-standing perceptions shaped how the destination was evaluated, often limiting curiosity and reducing consideration beyond established expectations.
At the same time, travel decision-making was shifting among younger audiences. Younger travellers assessed destinations differently, placing greater emphasis on experiences, lifestyle, food, and the overall quality of hospitality. These priorities were often underrepresented in how Macao was commonly perceived, creating a gap between what the destination could offer and how it was understood by a new generation.
For a tourism board, addressing this gap required nuance. Directly challenging entrenched perceptions risked sounding prescriptive, while surface-level visibility would do little to influence how younger audiences formed intent. New narratives needed to feel discovered rather than declared, and they needed to come from voices that felt credible and culturally aligned.
Repositioning Macao depended on allowing new perspectives to surface organically, reshaping consideration through experience-led storytelling rather than overt narrative control.
The Solution.
The campaign approached repositioning by shifting narrative control from the destination to the experience itself. Rather than prescribing what Macao should represent, the strategy focused on allowing creators to encounter the destination firsthand and surface what resonated with them naturally.
Creators were selected to reflect younger travel mindsets and lifestyle interests, enabling storytelling that highlighted food, hospitality, and experiential depth through lived moments. This reframed Macao in ways that felt contemporary, relatable, and aligned with how younger audiences discover destinations.
To ensure coherence without restricting expression, creative freedom was guided by a shared experiential lens rather than fixed talking points. This allowed diverse perspectives to emerge while maintaining a consistent sense of place and quality across content.
Creator-led storytelling was structured to surface experience naturally, enabling a broader and more contemporary understanding of Macao to take shape through credible perspectives.
The Outcome.
Creator content broadened how Macao was perceived by Singapore audiences, introducing dimensions of the destination that were previously underrepresented. Through lived, experience-led storytelling, audiences encountered Macao as a multifaceted destination with depth beyond familiar associations.
Younger audiences, in particular, engaged with the destination through new entry points shaped by food, hospitality, and lifestyle experiences, recalibrating how Macao can be evaluated and considered.
Overall, the campaign demonstrated how creator-led storytelling could reshape destination perception with subtlety and credibility, allowing discovery and re-evaluation to emerge organically rather than through overt repositioning.
Like what you have seen?
Book a free 30 min strategy call and we’ll show you how to turn followers into customers.
