Sands Resorts Macao
Elevating a luxury destination brand through year-round media relations, lifestyle storytelling, and Sands Macao Fashion Week communications.
Agency - Burson-Marsteller / BCW China, now Burson
Year - 2018
Focus - Retainer PR, luxury hospitality, media relations, fashion week communications, lifestyle storytelling
Context
In 2018, I worked on the year-round PR retainer for Sands Resorts Macao, a luxury hospitality and retail destination with a strong presence across travel, fashion, entertainment, dining, and lifestyle. The account required more than event publicity. It needed continuous media engagement and a stronger lifestyle narrative that could keep the brand visible across the year.
Opportunity
The opportunity was to position Sands Macao not only as a hospitality property, but as a premium lifestyle destination. Through deeper media collaboration and high-visibility moments such as Sands Macao Fashion Week, the brand could strengthen its image among fashion, lifestyle, travel, entertainment, and luxury audiences.
Approach
We built the retainer around sustained media relationships and destination storytelling. The communication approach connected three layers: ongoing editorial collaboration, lifestyle-driven PR content, and major event communications around Sands Macao Fashion Week. This helped translate the brand’s hospitality, retail, and entertainment assets into stories that media could cover from multiple angles.
Strategy
- Developed year-round PR content across luxury hospitality, fashion, lifestyle, travel, dining, and entertainment angles - Built and maintained deeper relationships with lifestyle, fashion, travel, and entertainment media - Supported PR communications for Sands Macao Fashion Week, including media invitation, press materials, on-site coordination, and post-event recap - Helped manage media engagement around a large-scale fashion event with around 200 invited media and industry guests - Framed Sands Macao as a lifestyle destination through fashion, retail, cultural, and premium experience narratives - Supported ongoing retainer deliverables, including media pitching, editorial coordination, coverage tracking, and recap materials
My Role
At Burson-Marsteller / BCW China, I worked across media relations, PR content development, event communications, media coordination, and recap materials for the Sands Macao retainer.
My role was to help translate the brand’s luxury hospitality and retail assets into media-ready lifestyle stories, while supporting the execution of high-profile PR moments such as Sands Macao Fashion Week.