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Crown Resorts is entering a new phase, launching a bold, new brand, for the first in almost a decade. The new brand aims to re-capture its original spirit, as an industry leader in Australia in terms of entertainment, tourism and exceptional experiences.
Here’s where things get interesting is a national campaign that spans television, outdoor advertising, print, and social media. It marks the public shift away from a casino or hotel and towards a destination for world-class entertainment.
The new campaign, which is based on extensive research and stakeholder involvement, responds to overwhelming feedback from across the country that Crown should bring energy and joy to its cities and reinvigorate guests’ and visitors’ experiences. Research also showed that Australians are looking for a city where they can feel connected with others and the city as a whole. They want a place they can enjoy and immerse themselves into.
Crown has a long-standing reputation for being the place to go for all things interesting, including entertainment, award nights, celebrity sightings at weddings, galas, birthdays and TV broadcasts.
The first phase begins with a coordinated advertising campaign, supported by a series of events in Sydney, Melbourne, and Perth that are elevated and fun. These include sports, music, arts, dining, and entertainment.
Crown Resorts CEO Ciaran Carruthers said: “Today marks a new exciting chapter in Crown’s History. The reimagined Crown Brand offers an opportunity to create a culture that will enrich our cities, through tourism, employment and world-class entertainment.
“Over the past two years, as a company, we’ve worked hard to put Crown on a course to fundamentally improve. Crown opened as a place where the extraordinary was made ordinary. We will continue to do this with new owners, management, a brand new strategy, visual identity and experience.
To us, “interesting” is a promise of something special, elevated, unexpected and memorable. “Interesting” is a way to get you out of the ordinary. According to our research, Australians expect this from Crown. We will continue to focus on providing interesting experiences as we work towards reviving our cities and boosting Australia’s tourism revival.
Danielle Keighery’s leadership in this campaign has been a testament to her and her team. They have helped the Crown brand achieve success and set it up for the future. Danielle’s departure from Crown is imminent, and I would like to thank her for her immense contribution. I wish her the best of luck in her future.
The new brand direction, led by Danielle Keighery as Chief Brand and Corporate Affairs Officer was developed in partnership with The Monkeys, a preeminent Australian creative and brand agency. This is backed up by a multi-channel media plan and strategy via Initiative Australia, renowned global media agency. The campaign focuses on a series of elevated and interesting moments that occur in Crown’s entertainment venues and restaurants, as well as luxury accommodation facilities.
