Reading the FT this morning I see that the Las Vegas Sands, parent of Sands China are planning to invest at least $2.5bn to build a new Paris-themed resort including a replica Eiffel Tower in Macau.
Now Las Vegas and Macau are building global brands as the destination to go when you want to gamble and relax and enjoy yourself. Macau is winning the gambling stakes and, according to this morning FT, earned £33.5bn in gambling revenue last year. So the marketing people seem to know what they are doing, or do they?
Marketing 101 for global brand managers is to get the name right. Sands China proposes to call this wondrous new hotel “The Parisian”. Not bad, Paris theme, obvious name. But my German teacher tells me that in colloquial German “The Parisian” is a rather posh condom.
C’est la vie.