Australia’s Crown Resorts has launched a new branding campaign, titled “Here’s Where Things Get Interesting”, aimed at positioning itself as a leading curator of entertainment experiences at its integrated resorts in Sydney, Melbourne and Perth.
Unveiled on Monday morning, Crown said the campaign was informed by extensive research and stakeholder engagement which found a desire for Crown to focus on bringing “joy, energy and life into its cities” and to reinvigorate the experiences guests and visitors have. Specifically, Crown is looking to shift public perception of the company’s properties from a casino and hotel to a world-class entertainment destination, it said.
Central to the campaign is attracting a raft of events to Crown Sydney, Crown Melbourne and Crown Perth, covering everything from entertainment, awards nights, celebrity sightings, weddings, gala events, birthdays, TV broadcasts, and more.
The campaign kicks off with a national advertising campaign and a raft of events across sport, music, art, dining, and entertainment in the months ahead.
“Today marks an exciting new chapter in Crown’s history,” said Crown Resorts CEO, Ciarán Carruthers. “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 energise our cities and supercharge Australia’s tourism revival.”
The campaign was devised by Crown’s Chief Brand & Corporate Affairs Officer, Danielle Keighery, who recently revealed she will leave the company for a new opportunity later this year.
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