Macao Tourism · 2027 campaign concept
Proposed ConceptMacao: Made to Recommend
Watch it. Discover it. Recommend it.
I reimagined a familiar destination campaign as a connected experience designed to help travel advisors explore Macao, learn its stories, and recommend it with confidence.
The Macao Passport Experience · Sales Studio, Dual Audience Architecture & Smart Engagement
Concept VisualizationThe challenge
Make the next campaign feel meaningfully different.
The campaign needed to offer more than familiar media placements: it needed a stronger reason for advisors to engage and a clearer connection between discovery, sales enablement, and commercial goals.
The strategic choice
From placements to participation.
I explored three creative territories, then selected the strongest foundation: an interactive learning experience for travel advisors, connected to a distinct traveler-facing journey.
Advisor experience journey
Watch
Short creator & local video story
Learn
Bite-sized destination insights
Quiz
3-minute interactive knowledge check
Unlock
Sales playbooks & digital stamp
Recommend
Client-ready guides & itinerary tools
Audience Architecture
Two audiences. One connected destination story.
B2B · Travel Advisors
Watch → Learn → Quiz → Unlock → Recommend via Macao Sales Studio & GDS
B2C · Travelers
Watch → Explore → Personalize → Plan via creator video & consumer media
The evolution
A reason to return.
After Sales shared concerns about participation in previous learning programs, I evolved the concept into the Macao Passport Challenge: four story-led chapters, quizzes, digital stamps, and useful advisor resources, with a proposed trip giveaway.
Proposed Advisor Resources
12 Sales Playbooks, 4 Client-Ready Guides, 3 Multi-Day Itinerary Sheets, and 1 Comprehensive Advisor Guide.
Four chapter completion stamps earned giveaway entries. Booking-based bonus entries were proposed as an optional layer, subject to legal and operational approval.
Revised stakeholder presentation — visual campaign concepts, audience journeys, and passport engagement architecture
My creative direction
Experience design
Connected advisor learning and traveler discovery into shared storytelling without treating the two audiences as one.
Commercial thinking
Linked destination stories and practical sales tools directly to client recommendation and booking enablement.
Responsible innovation
Evaluated interactive engagement ideas, entry mechanics, and AI concepts for practical feasibility and legal review.
Human-led AI collaboration
Iterating concepts with intention.
I used AI to explore strategic alternatives, develop campaign mechanics, and visualize the experience. I selected the direction, guided revisions, and kept creative judgment and feasibility decisions in human hands.
The work produced a revised, presentation-ready campaign proposal with visual experience concepts and a clearer value story for stakeholder review.
“A destination campaign designed to reward discovery — and make Macao easier to recommend.”