S23. Travel, Tourism, and Leisure

This entry details the launch campaign for the return of “House of Dancing Water” after a five-year hiatus. The objective was to reclaim its status as a world-class spectacle and a key driver for cultural tourism in Macau. The strategy repositioned the show as a “once-in-a-lifetime” experience, executed through a multi-phase plan. This included compelling narratives across social platforms, engagement with diverse storytellers, and a “Blue Carpet” livestream premiere designed for digital virality. The campaign generated over 130 million hashtag views, 18 Weibo trending topics, and a massive surge in search interest. It resulted in sold-out performances, successfully re-establishing the show’s iconic status.