Screenshot from COD’s commercial film featuring global ambassador Jing Boran
Melco Resorts & Entertainment Ltd. launched its “Be A Dreamer” brand campaign Tuesday at City of Dreams Macau, positioning the flagship resort as a hub for luxury, art, and cultural tourism.
The launch event celebrated the naming of Chinese actor and singer Jing Boran as Global Brand Ambassador and retired San Francisco Ballet principal dancer Tan Yuanyuan as a “Friend of the Brand.”
Guided by the “Dream Beyond” promise, the campaign fuses luxury, futuristic artistry, iconic architecture, gastronomy, entertainment, and innovation.
City of Dreams president Tim Kelly introduced the pair, saying, “Their spirit of excellence and exploration resonates deeply with our grand promise, ‘Dream Beyond.’”
He added, “This chapter not only expresses our grand vision, but also reflects our commitment to the cultural tourism development of Macau. City of Dreams is devoted to […] creating experiences that truly touch the soul.”
Meanwhile, Melco Resorts chairman and chief executive officer Lawrence Ho expressed his honor and gratitude to both Tan and Jing for joining the initiative in a press release issued on Monday.
During the ceremony, the newly named Global Brand Ambassador recalled his first visit to the property as a tourist.
Jing told the crowd, “I remember when I was a tourist visiting Macau, I first saw City of Dreams and was deeply impressed […] It’s an architectural masterpiece brimming with avant-garde artistry. I’m very much looking forward to working with City of Dreams to lead everyone on a wonderful and fantastical journey through different dimensions of art spaces.”
“It’s not just the art of architecture; it’s a flowing museum that leaves me wanting more. Within the world of City of Dreams, there truly is a hidden wonderland at every turn,” commented Tan.
The former ballerina’s artistic expression harmonizes Eastern and Western aesthetics, echoing City of Dreams’ fusion of modern architecture and avant-garde art.
In addition to the ambassadors, the event featured the unveiling of “Dream Entrance,” an exclusive entrance installation by American contemporary artist Daniel Arsham.
Famed for his eroded, time-worn sculptures and high-fashion collaborations such as Dior, Arsham joined Chinese actor Jing Boran, describing the piece as an archway sculpted with horses to honor the Lunar New Year.
The intricate sculpture, nestled at the front entrance of City of Dreams, depicts two human faces facing one another. Staircases twist from their cheeks, blending architecture and biology in seamless wonder.
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