macao tourism branding and media effectiveness evaluation of … · 2019-07-03 · the event was...

Macao Tourism Branding and Media Effectiveness Evaluation of Mega Events(2018)• Parade for Celebration of the Year of the Dog• 29th Macao International Fireworks Display Contest• 3rd International Film Festival & Awards．Macao• Macao Light Festival 2018• Final Report

(Summary)

Methodology: Web/media data mining Monitoring media: Traditional media(Print media and online media)、Social media (including WeChat,

Weibo, Facebook, Twitter, Instagram, YouTube, blog, forum, KOL etc.), OTAsMonitoring: Greater China regions (Mainland China, Taiwan Region, Hong Kong and Macao), and non-

Greater China regions (including the regions that there are MSAR delegations / MGTO representatives)

Monitoring period:

Macao Tourism Branding and Media Effectiveness Evaluation of Mega Events(2018)

Parade for Celebration of the Year of the Dog

29th Macao International Fireworks Display Contest

Macao Light Festival 20183rd International Film Festival & Awards．Macao

Whole period 2018/1/31 - 3/26

Prior period 2018/1/31 - 2/17

Intermediate period2018/2/18 - 2/24

Later period 2018/2/25 - 3/26

Whole period 2018/7/23 - 10/11

Prior period 2018/7/23 - 8/31

Intermediate period 2018/9/1 - 10/1

Later period 2018/10/2 - 10/11

Whole period 2018/3/6 - 2019/1/14

Prior period 2018/3/6 - 12/7


Later period 2018/12/15 - 2019/1/14

Whole period 2018/11/12 - 2019/1/31

Prior period 2018/11/12 - 12/1


Later period 2019/1/1 - 2019/1/31


• Traditional media published 1,097 relevant articles, of which 1,011 were fromGreater China region and 86 were from non-Greater China region.

Traditional media(2018/1/31-3/26)

• There were 2,872 related posts on social media, among which Facebook 1,409,Weibo 547, Forum 384, Instagram 239, WeChat 204, YouTube 39, Twitter 32,Google+ and VKontakte 12, blog 6.

• By region, there were 2,689 in Greater China and 183 in non-Greater China.

Social media(2018/1/31-3/26)

• There were 39 related articles on OTA, among which 21 were from Greater Chinaand 18 were from non-Greater China.

OTA(2018/1/31-3/26)


Total volume of media coverage Engagement Satisfaction Level Awareness Level

Prior period 1,704 1,043,413 82.8 87.9

Intermediate

period 1,599 264,606 84.1

91.6

Later Period 705 17,611 72.9 60.3

Whole period 4,008 1,325,630 82.9 84.5

Social media,2,872, 71.7%

OTA,39,

1.0%

Online media,861,

21.5%Print media,

236, 5.9%

Traditional media,1,097, 27.4%

Total volume of three channels(Total volume: 4,008)

1,510,

88.6%

1,535,

96.0%

676,

95.9%

194,

11.4%64,

4.0%

29,

4.1%

0

900

1,800

Prior period Intermediate period Later period

Region distribution of three periods(Total volume: 4,008)

Non-Greater China

Greater China


Result： The event was covered/featured by a total of 4,008 articles. The largest proportion came from social

media with 2,872 articles (71.7%), followed by traditional media (print media and online media) with1,097 articles (27.4%). Social media brought about 1.32 million times of interactions for the event.

The level of awareness for the event reached 84.5 marks, at an excellent level. The overall level of satisfaction reached 82.9 marks, at an excellent level.

Recommendations:Total volume analysis: The promotion of the event in traditional media and OTA websites should be diversified. Besidesthe number of floats and routes or performance lists, bundle promotion with other contents should also be considered,such as the event theme and specific arrangements of the event, to further enhance the dissemination effectiveness oftraditional media and OTA websites.

To increase the positive sentiments of social media to raise the satisfaction level: hot topics such as event theme,invited guests and floats related contents can easily attract praise, whilst maintaining the above aspects, with additionof utilizing social media platforms can help to raise the whole event’s positive sentiments.

To maintain or enhance the awareness level of the event : The total volume media coverage during of the threeperiods is continually decreasing (prior, intermediate and later periods), especially apparent in intermediate and laterperiods. May consider scheduling post-event activities in the later period, for instance, posting events’ reviews in thelater period through various media channels and MGTO official account, in order to continue the exposure anddiscussion of the event.


• Traditional media published 1,397 relevant articles, of which 364 were from printmedia and 1,033 were from online media; of which 1,295 were from Greater Chinaregion and 102 were from non-Greater China region.

Traditional media (2018/7/23-10/11)

• There were 11,078 related posts on social media, among which Facebook 6,806, Weibo1,452, Instagram 1,103, WeChat 794, Forum 743, Twitter 145, blog 17, YouTube 16 andVKontakte 2.

• By region, there were 10,701 in Greater China and 377 in non-Greater China.

Social media (2018/7/23-10/11)

• There were 98 related articles on OTA, among which 84 were from Greater China and14 were from non-Greater China.

OTA (2018/7/23-10/11)

Social media

Volume

11,078Engagement

1,474,903

Traditional media

1,397News

OTA

Volume

98

Total volume

12,573Greater China

Non-Greater China

12,080

493


Social media,

11,078,

88.1%

OTA, 98,

0.8%

Online media,

1,033,

8.2%

Print media, 364, 2.9%Traditional media,

1,397, 11.1%

Total volume of three channels(Total volume：12,573)


Prior period 2,463 950,958 75.8 99.1

Intermediate period 9,395 497,542 68.1 97.8

Later period 715 26,403 67.0 99.0

Whole period 12,573 1,474,903 73.5 98.1

2,276,92.4%

9,103,96.9%

701,98.0%

187,7.6%

292,3.1%

14,2.0%

0

5,000

10,000



Non-Greater China

Greater China


Recommendations: Total volume analysis: Reinforce prior and later periods’ promotion, encourage social media promotion, and take advantage of pictures and videos to increase awareness. Promotion of key activities: To consider to add the public rating score of the four contests, and reward participations, raise awareness, vote through social media, also reward the voting public, in order to raise enthusiasm for engagement. Utilizing KOLs: To invite well-known media to Macao to participate in relevant events, and to disseminate event information on the social media to increase awareness To increase involvement degree with specific types of promotion and media : To show promotional videos in the Official accounts in the prior period and to publish video of pictures compilation or video clips in the later period, in order to increase the public involvement degree in the two periods. Satisfaction level: Rescheduling of event should be informed in advance, with reasons explained, increase publicity and shuttle bus stops should not be set too far away, and their frequency should be adjusted according to the passengers’ capacity.

Result： The event was covered/featured by a total of 12,573 articles. The largest proportion came from social media with

11,078 articles (88%), followed by traditional media (print media and online media) with 1,397 articles (11%) and OTAwith 98 articles. Social media brought about 1.47 million times of interactions for the event.

By region, the total volume of the Greater China region (12,080 articles, 96%) was significantly higher than that of thenon-Greater China region (493 articles, 4%).

The level of awareness for the event reached 98.1 marks, at an excellent level. The overall level of satisfaction reached 73.5 marks, at an above-average level.

3rd International Film Festival & Awards．Macao

• Traditional media published 4,193 relevant articles, of which 1,072 were from print mediaand 3,121 were from online media; of which 3,636 were from Greater China region and557 were from non-Greater China region.

Traditional media (2018/3/6-2019/1/14)

• There were 97,563 related posts on social media, among which Instagram 57,314,Weibo25,420, Twitter 10,209, Facebook 2,964, WeChat 606, Forum 542, YouTube 466, blog 42.

• By region, there were 33,212 in Greater China, 55,027 in non-Greater China and 9,324 in unrecognizable area.

Social media (2018/3/6-2019/1/14)

• There were 12 related articles on OTA, among which 7 were from Greater China and 5were from non-Greater China.

OTA (2018/3/6-2019/1/14)

Social media

Volume

97,563Engagement

12,736,377

Traditional media

4,193News

OTA

Volume

12

Total volume

101,768

Greater China

Non-Greater China

36,855

55,589Unrecognizable area

9,324



Prior period 10,941 2,784,688 71.0 98.8

Intermediate period 59,221 8,154,568 71.1 98.2

Later period 31,606 1,797,121 73.6 96.5

Whole period 101,768 12,736,377 72.3 97.7

Social media97,563 95.9%

OTA, 12 ,

0.01%

Online media, 3,121 , 3.0%

Print media, 1,072 ,1.1%

Traditional media, 4,193 , 4.1%


7,609，70.9%

24,603，46.2%

4,643，16.3%

3,130，29.1%

28,642，53.8%

23,817，83.7%

0

27,500

55,000



Non-Greater China

Greater China

Note: since the regions of some articles are unrecognizable (9,324), the total volume of the region distribution is not equal to the total volume of three channels.



97,563 articles (95.9%), followed by traditional media (print media and online media) with 4,193 articles (4.1%) andOTA with 12 articles. Social media brought about 12.7 million times of interactions for the event.

By region, the total volume from non-Greater China region (55,589 articles, 54.6%) was significantly higher than that ofthe Greater China region (36,855 articles, 36.2%), and there was a certain percentage from unidentified areas (9,324articles, 9.2%).


Recommendations:Total volume analysis: pay attention to the celebrity effect, increase the total volume of media coverage in the prior period by strengthening the publicity of artists attending the event.Promotion of key activities: to give full play to the influence of promotional accounts, different key activities should usedifferent forms of publicity, and through live broadcast to increase dissemination and engagement degree.KOLs’ analysis: Invite famous artists of the younger generation with a huge fan base to participate in the event, to increase discussions and popularity.Awareness Level: Take reference to the publicity strategies and experiences to maintain public awareness of the event, and by combining of social media features and celebrity effect to maintain public involvement degree.Satisfaction Level: Take initiative to start positive topics, pay attention to social media monitoring and provide timely respond to negative opinions. Actively enhance netizens’ involvement degree and their willingness to participate in the word-of-mouth publicity.

..

Macao Light Festival 2018

• Traditional media published 1,656 relevant articles, of which 356 were from printmedia and 1,300 were from online media; of which 1,519 were from Greater Chinaregion and 137 were from non-Greater China region.

Traditional media (2018/11/12-2019/1/31)

• There were 22,525 related posts on social media, among which Facebook 16,132,Instagram 2,778, Weibo 2,483, WeChat 506, Forum 194, Twitter 192, YouTube188, blog 48 and VKontakte 4.

• By region, there were 20,595 in Greater China and 769 in non-Greater China and 1,161 in unrecognizable area.

Social media (2018/11/12-2019/1/31)

• There were 80 related articles on OTA, among which 79 were from Greater Chinaand 1 was from non-Greater China.

OTA (2018/11/12-2019/1/31)


Online media, 1,300,

5.3%

Print media,

356,

1.5%


Prior period 4,569 329,668 73.4 98.6

Intermediate period 18,840 11,940,354 71.6 98.0

Later period 852 107,061 68.7 96.6

Whole period 24,261 12,377,083 71.7 98.1

Social media, 22,525 , 92.8%

Traditional media, 1,656 , 6.8%

OTA, 80 ,

0.3%


40.1%

9465.0%

21124.8%329

7.2%493

2.6%85

10.0%

4,23692.7%

17,40192.4%

55665.3%

0

10,000

20,000



Greater ChinaNon-Greater ChinaUnrecognizable area

Note: it is a normal statistical phenomenon that the sum of items in the chart is slightlydifferent from 100% due to rounding.



22,525 articles (92.8%), followed by traditional media (print media and online media) with 1,656 articles (6.8%) and OTAwith 80 articles. Social media brought about 12.3 million times of interactions for the event.

By region, the total volume of the Greater China region (22,193 articles, 91.5%) was significantly higher than that of thenon-Greater China region (907 articles, 3.7%), and the unidentified regions had a certain proportion (1,161 articles,4.8%).


Recommendations:Total volume analysis: enhances the dissemination degree in the source markets (Mainland China, Hong Kong, TaiwanRegion) in prior period. In particular, to carry out pre-event promotion. Key activities promotion: Enhance the engagement of key activities by the ways of video and live broadcast.Social media (KOLs) analysis: co-produce creative video and live broadcast with KOLs, to increase the effectiveness of the event dissemination.Awareness level: Photo taking and check-in locations could be the “hot topics”, it is advisable to add Hashtag to increase network exposure rate.Satisfaction level: Public praised the Macao Light Festival is beautiful, "romantic” and “dreamlike" could be made as the characteristics of this event.


Four mega events

Total

volume

Region distribution Social media

engagement

Satisfaction

Level

Awareness

LevelGreater China Non-Greater China

Unrecognizable area

Parade 4,008 3,721 287 0 1,325,630 82.9 84.5Fireworks 12,573 12,080 493 0 1,474,903 73.5 98.1

IFFAM 101,768 36,855 55,589 9,324 12,736,377 72.3 97.7Light 24,261 22,193 907 1,161 12,377,083 71.7 98.1

Comparison of four mega events of MGTO

Summary of the Four Events’ Results : All the four mega events had the highest volume of coverage on social media. Apart from the IFFAM (54.6%), the other three mega events were mainly spread in the Greater China region (91.5% -96.1%). The proportion of the positive sentiment was much higher than the negative ones in all the four mega events. The video views contributed the most to the engagement of the four event events, and Facebook's video views were more prominent in all the events. The overall satisfaction level of the four events was 71.7 points to 82.9 points, both of which were above average.

Month Monthly NO.1 key activities Total volume

Jan Macao City Fringe Festival 501

Feb Parade for Celebration of the Year of the Dog 3,908

Mar Macao Arts Festival 753

Apr Macao Arts Festival 1,022

May Macau Local Culture & Food Festival 3,093

Jun LINE FRIENDS WORLD TOUR 5,818

Month Monthly NO.1 key activities Total volume

Jul LINE FRIENDS WORLD TOUR 1,367

Aug Malaysian Food Festival 4,638

Sep Macao International Fireworks Display Contest 9,461

Oct Macau Grand Prix 14,372

Nov Macau Grand Prix 25,798

DecInternational Film Festival & Awards．Macao (IFFAM) 92,311

Monthly NO.1 key activities

(Total volume：453,653)

Whole year

Macao Tourism of whole year (Monitoring period: 1/1-31/12/2018)


Social media,

348,305 , 76.8%

Traditional media,

103,484 , 22.8%

OTA, 1,864 , 0.4%

(Total volume: 453,653)

Total volume of the four mega

events, 146,705 , 32.3%

Total volume of other events,

306,948 , 67.7%

% of the volume of media coverage on four mega events in total volume of Macao Tourism

Research Results: The total volume of “ Macao Tourism” was 453,653 articles, with the highest volume in social media, reaching 348,305 articles (76.8%); followed by traditional media (print and online media), a total of 103,484 articles (22.8%); followed bythe OTA website, a total of 1,864 articles (0.4%). In the four mega events, (Parade for Celebration of the Year of the Dog, 29th Macao International Fireworks Display Contest, 3rd International Film Festival & Awards.Macao, Macao Light Festival 2018) had a total volume of 146,705 articles(32.3% of the total volume of “Macao tourism” in the whole year). Analysis of monthly key activities, the higher volume was concentrated in the last quarter of the year. The volume in the second half of the year was higher than that of the first half of the year, and the popularity of several events held in the second half of the year was relatively high.

Recommendations:Total volume analysis: Emphasis on the use of social media power to promote activities, including in the media pages, celebrities, travel pages or accounts, the official website of MGTO and the promotional page or account to publish promotional posts.Social media analysis: Social media is highly diffusive and had an advantage in dialogue with the public, so it is advisable to pay attention to the discussion of the events in this channel.Key activities promotion: Attach importance to the packaging of the event, add characteristics or innovative elements to increase the attractiveness of the event and the hot topics of the event.


macao tourism branding and media effectiveness evaluation of … · 2019-07-03 · the event was...

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