Melco Resorts & Entertainment’s Studio City has been recognized once again at the prestigious Pacific Asia Travel Association (PATA) Gold Awards 2025, winning the “Best Marketing Campaign – Hospitality” category for the third consecutive year. This remarkable achievement underscores Melco’s ongoing leadership and innovation in the region’s integrated resort and hospitality sector.
As Macau’s first integrated resort to partner with Sanrio, Studio City’s winning campaign “SANRIO CHARACTERS Studio City Carnival” was created to promote its pioneering of unique experiences with characters, from interactive attractions to themed premiums and food offerings. Emphasizing Studio City’s brand narrative ‘Fun Never Ends’, the campaign ran between March to December 2024, and featured some of Sanrio’s most beloved characters including HELLO KITTY, MY MELODY, KUROMI, CINNAMOROLL, GUDETAMA, POMPOMPURIN, BAD BADTZ-MARU, KEROKEROKEROPPI and LITTLE TWIN STARS. Leveraging Sanrio’s popularity among its millions of global fans, the strategic alliance highlighted Studio City’s positioning as Asia’s premier entertainment destination, combining Sanrio’s emotional appeal with the integrated resort’s world class facilities to create unparalleled guest experiences.
Studio City’s winning nomination was among more than 100 entries submitted by 45 leading travel and tourism organizations and individuals, judged by PATA’s global panel of independent experts.
Mr. Lawrence Ho, Chairman & CEO of Melco, said, “Thank you to PATA Gold Awards for recognizing the achievements of the ‘SANRIO CHARACTERS Studio City Carnival’ marketing campaign. The event forms part of Melco’s contributions towards economic diversification in Macau whilst underlining Studio City’s positioning as Asia’s Entertainment Capital. Congratulations to our team on the campaign’s popularity and success in highlighting the immersive experiences made available, significantly boosting visitation and engagement, and driving guest occupancy and loyalty. We are also grateful to Macao Government Tourism Office (MGTO), the long-term sponsor of the PATA Gold Awards, for their continued support and partnership.”
The PATA Gold Awards celebrate excellence and innovation across the Asia Pacific travel industry, recognizing and rewarding outstanding achievements that set new benchmarks for the region. Since its inception in 1984, the PATA Grand and Gold Awards have honored pioneering projects that exemplify exceptional standards, serving as an inspiration for the industry.
PATA Gold Awards 2025 is sponsored by the MGTO, this year marking its 30th consecutive year of collaboration. Ms. Maria Helena de Senna Fernandes, Director of the Macao Government Tourism Office, said, “The winning initiatives of the PATA Gold Awards are a breath of fresh air for the tourism industry. It is energizing to see the new approaches and commitment displayed by the awardees in marketing, as well as sustainability and social responsibility. Macao is honored to support this PATA initiative for 30 years and contribute to encouraging more diversity and sustainability in the tourism industry in our destination and globally.”
