Under this collaboration, Sands China and CCTV.com will leverage their respective strengths and resources to co-create a vibrant media network with a powerful formula of “one network + two destinations + multiple platforms.” They aim to foster industrial synergy and elevate Macao’s position as a global tourism and leisure destination.
The key areas of collaboration between Sands China and CCTV.com comprise the following:
Cultural Tourism
The two parties will curate and organize a series of cultural events, art performances and concerts that showcase the rich tapestry of Chinese traditional culture and classic works of art. The objective is to position Macao as a “City of Performing Arts” that captivates both domestic and international audiences.
Sports Industry
Sands China and CCTV.com will join forces to promote sports events, virtual sports and esports competitions. This collaboration effort aims to underscore the vital role of sports in holistic human development while establishing Macao’s positioning as a “City of Sports”.
Education and Research
Through a range of online and offline research programs, including dedicated study projects, the partnership will enhance the understanding and appreciation of Chinese culture.
Arts and Culture
The two parties will organize various online and offline cultural activities in Macao with the intent to promote Chinese culture, including markets, temple fairs, and arts and culture conferences so as to develop cultural heritage and the local art industry.
Cultural Branding
Joint efforts will be directed towards creating and promoting new cultural brands and amplifying existing ones related to stage plays, variety shows, films, TV dramas, and online audio-visual content. This will be achieved through engaging events, immersive tours, captivating exhibitions, and vibrant festivals. The ultimate goal is to establish a distinct cultural identity for Macao and ignite a sense of pride in the local culture.
Online Promotional Activities and Co-marketing
For online promotional activities and co-marketing, each party will utilise its own resources, experience and market penetration, with China’s domestic and international influence in entertainment and cultural events, to establish a regular co-marketing mechanism, covering online promotion, local resource integration and marketing cooperation.
The partnership between Sands China and CCTV.com heralds a new era of cross-sector integration and synergistic growth in Macao’s tourism industry. Through this collaboration, they seek to showcase the enchanting allure of Macao’s “tourism +” offerings to audiences across Greater China and overseas markets, and contribute to Macao’s reputation as a premier “World Centre of Tourism and Leisure”.
CCTV.com is a central news website owned by CCTV, serving as an important integrated communication platform for CCTV. It has become a leading player in China’s online media and provides comprehensive national media services.
Sands China is the largest integrated resort operator in Macao, operating five properties: The Venetian Macao, The Parisian Macao, The Londoner Macao, The Plaza Macao, and Sands Macao. These resorts offer world-class facilities, including 10 international hotel brands, over 12,500 hotel rooms and suites, more than 150 dining options, and around 850 retail shops featuring renowned brands. The resorts also feature impressive entertainment venues such as the Cotai Arena with a capacity of 15,000 seats and The Londoner Arena with a capacity of 6,000 seats.
