The Campaign

The idea behind this 60-second vignette was to create a "day in the life" of a businessman traveling to Macao with the wife and kids in tow. Bloomberg's idea was to create a vignette that gives the audience an idea how mixing business and leisure with the whole family can work when you have all the variety of activities to choose from made available for you.

Creative Execution

This 60" vignette ran on mid-roll and pre-roll from the 16th to the 23rd of December on bloomberg.com. This material also delivered 874 units (total no. of spots) in the US, Middle East and Asia channels of Bloomberg television.

This campaign involved two different creatives that ran from the 21st of November to the 23rd of December. The first creative featured a client supplied material and garnered a total of 0.62% CTR (21 Nov-15 Dec 2016) compared to the Bloomberg Media produced material gaining the client 0.99% CTR (16 to 23 Dec 2016).

According to MGTO's study, most trips to Macao have not been for more than 1.5 days. Based on this fact, Bloomberg created a video concept that enables its business audience consider trip extensions with their whole family. This video has been filmed to show a trip duration of about 3 days.