2012 YEAR OF DRAGON GREETING PACKAGE

Title2012 YEAR OF DRAGON GREETING PACKAGE
ClientGALAXY MACAU
Product / ServiceGALAXY MACAU
CategoryA03. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards
EntrantGALAXY MACAU Macau, CHINA
Entrant Company:GALAXY MACAU Macau, CHINA
Design/Advertising Agency:GALAXY MACAU Macau, CHINA

Brief Explanation

Leveraging the Year of the Dragon theme (as 2012 is the Year of the Dragon), the solution involved a 3D execution bundled in a symbolic firecracker packaging that is intended to signify the launching of a good year and can strategically be hung, post-opening, for decorative display purposes. The traditional paired banners, as well as red money packets, were all hidden inside along with a toy dragon which ‘comes alive’ in a hidden partition that extends the fun and excitement of unveiling this special holiday greeting package.

The Brief

To develop a traditional Chinese New Year’s greetings package to send to VIPs, key vendor partners and media publications to wish them good fortune in the upcoming new year and to bestow them with symbolic gift items/decorations to mark this special holiday occasion.

How the final design was conceived

Tradition simply requires people to exchange greeting cards & a few money packets.To stand out, this was developed with multi-purpose flexibility to impress upon recipients they are held in great regard to merit such an elaborate gift set.The firecracker packaging alone is symbolic decorative piece which has a display life longer than just the Chinese New Year period, the unveiling of gift items inside extends the anticipation and excitement of receiving such a package,the traditional banner pairs and red money packets fulfill the traditional requirements,and the elaborate dragon inside is an impressive display of ‘well wishing’ to the end recipient.

Indication of how successful the outcome was in the market

As a greetings package, it attracted more guest to visit our resort during Chinese New Year, and even after the holiday season. It helped to build the bonding and strengthened the connection between the brand and our guest.

Credits

Name Company Position
Jane Tsai Galaxy Macau™ Vice President - Marketing Communications
Albert Mui Galaxy Macau™ Assistant Vice President - Marketing Communications
Marcus Tang Galaxy Macau™ Senior Creative Manager
Ken Lam Galaxy Macau™ Graphic Designer
Jenny Cheng Galaxy Macau™ Senior Graphic Designer
Angus Tse Galaxy Macau™ Production Manager
Emily Cheng Galaxy Macau™ Traffic Manager
Wide Ocean Printing Company Ltd