Sands China and CCTV.com partner in winning collaboration

Sands China and CCTV.com will jointly collaborate to elevate their media networks with “one network + two destinations + multiple platforms”. Both parties will co-organise online and offline activities in the fields of cultural tourism, sports industry, education and research, art and culture, cultural branding, among others.

Here are some highlights of the cross-sector initiatives:

In the area of cultural tourism, both partners will co-organise cultural events, art performances and concerts with the aim to promote Chinese traditional culture and classic works of art to both Chinese and overseas audiences and propel Macao to become a “City of Performing Arts”.

Both parties will work together on activities such as sports events, virtual sports and e-sports competitions to promote the role of sports in holistic human development and to contribute to Macau’s positioning as a “City of Sports”.

When it comes to education and research, both partners will co-host a series of online and offline research programmes, including a study project, which aims to enhance young people’s understanding and appreciation of Chinese culture.

To promote art and culture, the two organisations will partner in online and offline cultural activities in Macao with the intent to promote Chinese culture including markets, temple fairs, and art and culture conferences to develop cultural heritage and the local art industry.

In terms of cultural branding, the partners will develop new cultural brands or promoting existing ones related to stage plays, variety shows, films, TV dramas and online AV content through organising events, tours, exhibitions and festivals. The parties will also work together to produce stage plays, digital dramas and other intellectual property projects in Macau. The mutual goal is to promote local culture in Macao.

For online promotional activities and co-marketing, each party will use its resources, experience and market penetration, and 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.