A pitch to remember MMHK July

Sarah Woodhouse, director & partner, Impact Asia

Who was the client?

Melco China Resorts

What was the brief?

Introduce Melco China Resorts, the largest ski operator in China and sole developer of China's first world-class ski and leisure resorts and to the media and create excitement around the launch of a new tourism concept for the mainland consumer.

What made the pitch so interesting?

Prior to the launch of Melco China Resorts there were no international standards in China's ski industry or four season facilities and attractions based around the European and North American model of resort villages.

Our pitch needed to visually explain to the media the concept of an international ski resort e.g. what it looks like and what visitors can expect in terms of services and amenities and state of the art equipment. Safety was also a key message.

Skiing has been a niche hobby undertaken by just .4% of the population so the pitch needed to position skiing as a desirable lifestyle pursuit

How did you pull off the event?

The event was a three city media roadshow held over three days in Shanghai, Beijing and Hong Kong. A presentation was given using renderings and stock imagery to paint a picture of the types of experiences guests will have and to bring the ski experience to life!

Who was there?

It was attended by over 50 key lifestyle, travel and news media.

What made the pitch succeed?

The event succeeded in ensuring the media are clear from outset on what to expect from a world-class ski and leisure resort operator. It also created significant excitement and buzz about China's ski industry.

What were the client's metrics on success?

The metrics were based on educating the media and ensuring accuracy and key messaging in media coverage post event. The event was also a relationship building exercise as Melco China Resorts is a new company.

What were the results?

The event was held recently so we are in the process of securing editorial coverage

Is there anything you could have done better?

Post event we wish we had invested in a souvenir to remind media about MCR

Why was this a pitch to remember?

To introduce a whole new tourism concept to China was an amazing experience and the journalist reception was incredibly positive.