The famous casino from Australia has been pretty worried recently about their future. Their concerns were based on the fact that the most of their income is generated by the high-rollers who came from Asia. Sadly, there is a trade war going on between the US and China which already started affecting some of the casinos in Macau. This raised a concern not only in the Star but in other casinos in the southern continent as well.
Therefore, they decided not to wait anymore for the gamblers to come to them and came up with an idea to do a marketing campaign that would mainly be directed towards the players who came from Asia.
Their new campaign for the Chinese will also include the powerful WeChat platform that is used in this country in order to come closer to the gamblers of China and promote their casino. They will have a powerful logo all over the Chinese net, but someone very clever from the marketing team of the Star came up with a brilliant idea. Instead of translating the name of the casino such it is (which is Star Harbour City), the Chinese name for the casino will be “Millions of Stars”.
The casino published an announcement in which the CEO of the Start Entertainment, Matt Bekier, talks about the potential that the Asian market has. He stated that he was very interested in increasing Star’s share when it comes to the tourists from Asia and their spending power. He added that the main target group of the campaign are the tourists from mainland China who like travelling abroad often.
Bekier went on, saying that the previous brand was only closely connected to Sydney and that it would not be practical to promote it as such to the Chinese people. In order to reach the Asian market, they needed to do a slight rebrand and a slightly different approach.
Bekier said that many countries around the world are doing their best to attract Asian tourists who are becoming #1 priority all around the world. He added that marketing as only a casino would not be a smart idea. Instead, they need to present themselves to the Asian tourist as an integrated resort that also includes various hotels, restaurants, shows, concerts, and various other entertainment options, one of which is the casino as well.
When it comes to the numbers, Australia had approximately 8.3 million tourists from March 2017 to March 2018. During this period, 1.3 million of those tourists were actually from China. This tells us that there is still a huge potential for Australia to even further promote their country to these visitors and increase the number of tourists.
Finally, Bekier stated that the casinos in Australia that belong to the Star Entertainment will accept the most common Chinese payment methods such as China UnionPay, WeChat Pay, and Alipay.
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