BBC StoryWorks × Macao Tourism

The challenge

Macao is often seen as a day trip: hop over, look around, leave. The Macao Government Tourism Office wanted a series for BBC StoryWorks that repositioned the city as somewhere worth staying — even somewhere that could be called home — while spotlighting its six Integrated Resorts and their world-class hospitality.

Working under the BBC banner sets a high bar: branded content that must hold its own against editorial programming, in both craft and storytelling integrity.

The approach

Through research, scripting, filming and editing, we built each episode around relatable human voices rather than tourism-board gloss — locals and insiders whose stories carried Macao’s culture and gastronomy naturally, with the resorts (Galaxy, Melco, MGM, Sands, SJM Hotels, Wynn) woven in as settings rather than sales pitches.

The results

Authentic storytelling connected: the series deepened engagement with Macao’s brand for BBC’s global audience and earned a Silver in Travel & Tourism 2025. It’s a template for how we approach branded content — the brand wins because the story works on its own.