Mega events score strong response in media effectiveness review

An evaluation of the media coverage for four big events staged in Macao last year has been completed by the Macao Government Tourism Office (MGTO). “Macao Tourism Branding and Media Effectiveness Evaluation of Mega Events” found public awareness for each of the four events was high, and satisfaction was rated good to great among the media and online communities.

The evaluation assessed the Parade for Celebration of the Year of the Pig, the 30th Macao International Fireworks Display Contest, the 4th International Film Festival & Awards‧Macao, and the Macao Light Festival 2019.

With the aim of gaining deeper insights into the outcomes and effectiveness of the events, the evaluation measured several variables, including: the number of articles about the events in the media, the occasions of interaction about the events in social media, and awareness and satisfaction with the events as gauged by the amount of coverage of them and comments about them in conventional media, in social media and on travel websites around the globe.

Summary of the results:

According to the data collected, the greatest proportion of coverage of each event was in social media. The researchers found that the greatest proportion of coverage of each event came from Greater China, the proportions ranging from 41.7 percent to 93.2 percent. In each case, positive opinions of the events outnumbered negative opinions.

Video views made up the greatest proportion of occasions of interaction in social media about each event, and in each case video views on Weibo and Facebook were most numerous.

The researchers found the articles covering the four events made up over 30 percent of all media coverage of tourism in Macao in 2019. This finding indicates that the events helped burnish the Macao brand in the market for places to visit for events.

Suggestions from the findings

The research found that the events held in the second half of 2019 drew more attention and stimulated more discussion in the media. It suggests that events should be meshed with traditional festivals rich in the distinctive characteristics of Macao, to attract wider coverage and discussion.

Another suggestion of the researchers is that it is worth taking advantage of the widespread reach of social media to increase event coverage. The researchers suggest the introduction of various gimmicks and other attractions for promoting and marketing events. They recommend that thought be given to promoting events on themed pages in social media that have large followings.

MGTO will take into consideration the suggestions of the researchers and keep improving events and other activities with a view to giving Macao people and visitors to the city more enriching experiences, and to reinforcing Macao’s destination brand as a city of events.