Crown Resorts is aiming to position itself as a premier entertainment destination across Sydney, Melbourne and Perth after commencing with a fresh branding campaign that is titled ‘Here’s Where Things Get Interesting’.
The operator noted that the shift was informed by “extensive research and stakeholder engagement”, with the new campaign tasked with changing public perception of the company from a casino and hotel “to a world-class entertainment destination”.
Research is said to have identified a need to “bring joy, energy, and life into its cities”, as well as a demand to introduce reinvigorated experiences for guests and visitors.
The campaign is live nationally across television, outdoor, print, and social media, and is centred around creating heightened experiences for the communities.
It is hoped that an array of events, covering entertainment, awards nights, celebrity sightings, weddings, gala events, birthdays and TV broadcasts, will be elevated across the aforementioned cities.
Crown, which is presenting partner for the Taylor Swift I The Eras Tour in Sydney and Melbourne, will commence the campaign with a program of events in these two cities and Perth across sport, music, art, dining and entertainment.
“Today marks an exciting new chapter in Crown’s history. 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,” explained Ciarán Carruthers, Crown Resorts CEO.
“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 leadership of this campaign is testament to Danielle Keighery and her team, who have breathed new life into the Crown brand and helped set the company up for future success. Ahead of her upcoming departure from Crown, I’d like to thank Danielle for her enormous contribution and wish her all the best for her future.”
Last year, Crown, which saw a long protracted A$8.9bn (US$6.3bn) takeover by Blackstone become finalised, received a pair of financial penalties in Victoria that were handed down amid a slew of investigations into the group in recent times.
In November, Crown Resorts’ Melbourne venue received a mammoth A$120m in fines from the Victorian Gambling and Casino Control Commission.
This became the second such action brought against the company by the regulator following the state’s royal commission into the group, with the financial penalty taking the company’s Victorian total to $200m. One year earlier, the VGCCC fined Crown A$80m over its China Union Pay process.
June saw Crown Melbourne accept an AUS$20m fine from the Victorian Gambling and Casino Control Commission for breaching casino tax obligations.
One month later, a $450m financial penalty was imposed on the group by the Federal Court of Australia after AUSTRAC filed civil proceedings for breaches of the Anti-Money Laundering and Counter-Terrorism Financing Act.
