On September 25, Australian operator Crown Resorts announced that it will be rolling out an all-new branding campaign and strategy, dubbed “Here’s Where Things Get Interesting,” in efforts to start fresh on its path to remediation and suitability.
According to the company, the campaign will be aimed at shifting its image from that of a casino operator to a more holistic entertainment provider, specifically for the cities of Melbourne, Sydney and Perth, where Crown’s properties are located.
The campaign is said to be based heavily on research and stakeholder feedback, and will focus on the ways in which Crown brings “joy, energy and life into its cities,” according to the company.
One of the main focuses of the rebranding is to diversify the types of events that Crown’s casinos will host, including awards banquets, weddings and family events, galas and balls, TV broadcasts, celebrity events and more.
“Today marks an exciting new chapter in Crown’s history,” Crown Resorts CEO Ciarán Carruthers said in a statement. “Our reimagined Crown brand presents an opportunity to build a culture and character that enriches our cities through tourism, employment, world-class entertainment, hospitality, retail, and dining experiences.
“Over the last two years, we have worked very hard as a business to set Crown on a path to fundamentally change for the better. Upon opening, Crown was renowned as the home of all things interesting, and the place that makes the ordinary extraordinary. With new owners, new management, a new strategy, a new visual identity, and a new experience, we will do so again.
“To us, ‘interesting’ is the promise of something unique, elevated, unexpected, and memorable. ‘Interesting’ jolts you from the mundane. Our research told us that Australians expect that from Crown. As we move forward, interesting experiences will be a critical part of our strategy to energize our cities and supercharge Australia’s tourism revival.”
Ironically, the campaign was the brainchild of Danielle Keighery, the company’s chief brand and corporate affairs officer, who will be stepping down from her post later this year.
