Anyone visiting Manila in recent weeks may have noticed a distinct plum-colored tone to the local billboards and ads. The campaign has been part of an initiative to raise awareness for Universal Entertainment’s $2.4 billion Okada Manila resort, which is scheduled to preview next week.
The project will be the fourth addition to the Entertainment City complex and, covering an expanse of 44 hectares, will be the biggest integrated resort in the Philippines to date. The complex is being built by Universal’s local unit Tiger Resort Leisure and Entertainment.
“Tiger is very well known, we just have to convert this to Okada,” Andy Chang, chief marketing officer for gaming told AGB in a recent interview. The effort to paint Manila purple on billboards, highways ads and in all major locations that began in October was to reflect Okada’s corporate colours. “It’s all a kind of brand building,” he said.
The resort will...
This Dossier results from the “Life After POGOs” editorial project by Asia Gaming Brief which culminated with a pop-up digital forum on 9th December to discuss potentials ramifications in the industry.
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