Crown Resorts (Crown) has signalled a new era, unveiling 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 has marked 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 and the city itself, somewhere with an atmosphere and a vibe they can immerse themselves in and safely enjoy.
The new direction centres around creating joyfully 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 interesting: entertainment, awards nights, celebrity sightings, weddings, gala events, birthdays, TV broadcasts, and just about 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.
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.
Crown Resorts CEO, Ciarán Carruthers, said this was the start of 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,” said Carruthers.
Carruthers said that over the last two years, employees have worked very hard as a business to set Crown on a path to change for the better fundamentally.
“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.”
