In the city that gave rise to the gourmet food truck trend, we showed that the best way to a traveler’s heart is through their stomach. Now, we are thrilled to announce that our Experience Macao Food Truck activation in Los Angeles was honored as the Grand Award Winner for marketing by the 2019 PATA Gold Awards.
This prestigious award is an enormous achievement for us and our client, Macao Government Tourism Office, as it reinforces the positive impact of our collaborative, client-first approach. Creativity, innovation and, above all, a fun experience put Macao top of mind for consumers and members of the trade alike. A decked-out food truck traveled to highly trafficked locations throughout Los Angeles County, serving portions of savory pork chop buns and sweet egg tarts. Cultural elements included twice-daily lion dance performances and information on travel packages to Macao that we curated with our tour operator partners.
Not only was this event a regional success, but it had a measurable marketing impact. An integrated media approach included paid television broadcasts and earned PR placements, resulting in 24 million viewers for the televised broadcast and 1.5 million impressions.
PATA (the Pacific Asia Travel Association) is a leading nonprofit membership association founded in 1951. Its mission is to build responsible development of the Asia-Pacific travel and tourism industry. This year’s awards contest attracted 198 entries and 78 organizations and individuals around the world, with the winners voted on by an independent judging committee. Representatives from the Macao Government Tourism Office accepted the Grand Award at the 2019 PATA Gold Awards Dinner and Presentation in Kazakhstan.