Crown Resorts signals new era with bold new brand

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Crown Resorts has unveiled a bold new brand for the first time in nearly a decade, recapturing its original spirit as a leading curator of exceptional experiences, entertainment, and tourism in Australia. The campaign, Here’s Where Things Get Interesting, is live nationally across television, outdoor, print, and social media and marks a public shift from a casino and hotel to a world-class entertainment destination. Informed by extensive research and stakeholder engagement, the new campaign addresses overwhelming national feedback for Crown to bring joy, energy, and life into its cities and to reinvigorate the experiences guests and visitors have. The research also indicated that Australians want to visit a place where they feel connected to others as well as the city itself, somewhere with an atmosphere they can immerse themselves in and safely enjoy. The new direction centres around creating elevated experiences for the communities in which Crown operates and is a playful spin on Crown’s long-held reputation as the home of all things fun, from entertainment, awards nights, celebrity sightings, weddings, gala events, birthdays, TV broadcasts, and everything in between. The first phase of Here’s Where Things Get Interesting begins with an integrated advertising campaign supported by a program of joyfully elevated events across Sydney, Melbourne and Perth across sport, music, art, dining, and entertainment.

Jewel of the Crown

Crown Melbourne will be hosting the AFL’s Brownlow Medal in its Palladium ballroom, while in October, it will make its return to the Birdcage Enclosure at this year’s Melbourne Cup Carnival. Later this month, Crown will host sushi master Masami Ouchi from Nobu, Japan, for a residency at Nobu Melbourne, followed by the arrival of NYC-born mezcal and tequila bar Ghost Donkey. Crown Perth will be alive with musicals and art this summer with the internationally acclaimed exhibition Monet in Paris, the Australian premiere of Chicago, then Tina: The Tina Turner Musical, followed by & Juliet the Musical. Crown is also the Australian presenting partner for the Taylor Swift I The Eras Tour in Sydney and Melbourne. Crown Metropol Melbourne is set to transform into a hub of Taylor Swift | The Eras Tour-themed activity through activations and consumer promotions. CEO of Crown Resorts, Ciarán Carruthers, said, “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.” “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. As we move forward, interesting experiences will be a critical part of our strategy to energise our cities and supercharge Australia’s tourism revival.” Led by Chief Brand & Corporate Affairs Officer Danielle Keighery, the new brand direction was created in partnership with Australian creative agency, The Monkeys, and is supported by a tailored multi-channel media strategy and launch plan via global media agency, Initiative Australia. For more information, visit crownresorts.com.au

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