Crown Resorts has rebranded as Crown, signalling its public shift from casino to fully fledged entertainment destination and launching with an Australia-wide multichannel media campaign – ‘Here’s Where Things Get Interesting’.
The new brand – the first in almost a decade – both highlights Crown’s evolution and references its original spirit as a leading curator of experiences, entertainment and tourism in Australia.
The new direction centres around creating joyfully elevated experiences for the communities where Crown operates and is a playful spin on its reputation as ‘the home of all things interesting’.
This includes entertainment, awards nights, celebrity sightings, weddings, gala events, birthdays and TV broadcasts.
Crown’s campaign ‘Here’s Where Things Get Interesting’ is now live nationally across TV, outdoor, print and social media channels.
It centres around interesting and elevated moments across Crown’s entertainment venues, globally recognised restaurants and luxury accommodation facilities.
It is supported by a program of events in Sydney, Melbourne and Perth, including as the presenting partner for the Taylor Swift | The Eras Tour in Sydney and Melbourne.
Crown Resorts CEO Ciarán Carruthers said the revamped brand announcement 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,” he said.
“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.”
For more info, head to crownresorts.com.au
