M04. Best Integrated Marketing Campaign

This entry details the integrated campaign for the relaunch of “House of Dancing Water.” The objective was to re-establish the show as a premier attraction driving tourism to Macau after a five-year hiatus. The strategy hinged on a unified “once-in-a-lifetime” creative idea, executed through a synchronized, multi-channel approach. Weibo built broad awareness, Douyin drove viral engagement with short-form video, and RedNote fostered community discovery. The linchpin was a multi-platform “Blue Carpet” livestream premiere. The campaign generated over 130 million hashtag views, 18 Weibo trending topics, and significant surges in platform search indexes, directly translating into sold-out performances and commercial success.