Macao Tourism
Digital DR campaign
The brief
In early 2025, Living360, APL Media’s lifestyle team, teamed up with Macao Tourism to create a multi-platform campaign that would highlight Macao as a must-visit destination for travellers of all ages. By producing creative content to present the special administrative region’s unique local history, culture, gastronomy and exciting events calendar, Living360 positioned it as a premier travel hotspot. Based on the brief, the Living360 team sought to create an impactful digital strategy in close collaboration with Macao Tourism.
Our approach
APL Media’s Living360 team crafted a six-week campaign to introduce Macao as a multi-faceted travel destination, promoting the region’s rich entertainment and cultural programme. Throughout the campaign, the team worked in tandem with Macao Tourism to tailor an impactful solution that successfully increased traveller awareness of the region across multiple platforms.
Key campaign details:
- An experienced journalist was sent to Macao to write a narrative feature article, which is hosted on the Living360 website and unveils the region to readers in a historical and cultural guide format, including CTA and external link placement to Macao Tourism’s official homepage.
- Digital display ads on the wider Living360 website further drove engagement with a dedicated lifestyle audience.
- A just under five-minute-long video was hyperlinked and embedded throughout to visually immerse audiences in the destination and increase engagement.
- The campaign was further amplified across social media with organic as well as paid content following three separate themes: unveiling history, unveiling entertainment and Macao unveiled.
- Working with The Independent, four complete homepage takeovers were organised to occur throughout March 2025 to capitalise on peak news traffic on independent.co.uk
- Three more digital display advertisements were featured on Telegraph.co.uk in the shape of mobile banners, leaderboards and MPUs (mid-page units).
Our results
Following its multi-platform creative strategy and editorial quality, the campaign outperformed its goals by nearly 400% in total reach. The digital content — ranging from a high-performing article and advertising displays to social media activations that each presented a different facet of Macao — achieved outstanding results.
Particularly impactful was the campaign’s cross-platform promotion designed to capitalise on a diverse and loyal pool of audiences, including that of Living360, The Independent and The Telegraph. Valuable consumer insight was collected through social media impression rates, which revealed a predominant interest in cultural and historical narratives, and user interaction outside of the UK.
