Australia
Crown Resorts Signals New Era with Bold New Brand
Crown Resorts 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 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 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 Resorts CEO Ciarán Carruthers said: “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.
“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.”
Led by Chief Brand & Corporate Affairs Officer, Danielle Keighery, the new brand direction was created in partnership with pre-eminent Australian brand and creative agency, The Monkeys part of Accenture Song, and is supported by a tailored multi-channel media strategy and launch plan via leading global media agency, Initiative Australia. It centres around interesting and elevated moments across Crown’s entertainment venues, globally recognised restaurants and luxury accommodation facilities.
Liquor & Gaming NSW (L&GNSW) is conducting a compliance operation across regional NSW throughout March to ensure venues adhere to gaming regulations that promote responsible gambling and reduce harm.
Inspectors will visit clubs and hotels to ensure venues understand and comply with external gambling signage rules and recent changes to requirements for the location of ATMs and cash dispensing facilities.
They will also check that venues have appointed Responsible Gambling Officers, maintained Gambling Incident Registers and adhered to Gaming Plans of Management.
L&GNSW Acting Executive Director of Regulatory Operations Bernadette Beard said the operation is part of an ongoing effort to work with venues to ensure responsible gambling laws are upheld.
“Our compliance operation is well underway, with inspectors visiting venues across regional NSW to ensure they are aware of their obligations,” Ms Beard said.
“A key focus will be on the gaming reforms that took effect on January 1, 2025, which mandate that ATMs and other cash dispensing facilities must be positioned at least five metres from gaming room entrances or exits and kept out of sight from gaming areas and machines,” Jakob Rothwangl said.
Ms Beard said recent inspections in Sydney and other metropolitan areas have identified multiple venues not following the rules, leading to penalties where necessary.
“Since the new cash dispensing rules were introduced, L&GNSW has visited more than 900 clubs and hotels, issuing 53 cautions and three penalty infringement notices to 44 non-compliant venues, with several others under investigation,” Ms Beard said.
“We’re here to assist venues in meeting their responsibilities, but compliance is essential, and enforcement action will be taken where required.”
The post Gaming Compliance Checks Underway Across Regional NSW appeared first on European Gaming Industry News.
Crown Resorts has announced the appointment of Mr. Ed Domingo as the new CEO of Crown Melbourne, succeeding Mr. Mike Volkert, subject to regulatory approvals.
Mr. Volkert is stepping down from his role as CEO of Crown Melbourne to pursue an opportunity outside of Crown. He served as the CEO for the past two and a half years.
Mr. Domingo brings over 20 years of experience in the hospitality and casino industry. Most recently, he served as the President & COO of Empire City Casino in New York with MGM Resorts International, where he oversaw all day-to-day operations of the resort.
Previously, Mr. Domingo was the Senior Vice President & CFO of Bellagio Resort and Casino in Las Vegas, the premier luxury resort for MGM Resorts International. His extensive leadership experience also includes roles with Caesars Entertainment and Rush Street Gaming, providing him with deep industry knowledge across several gaming jurisdictions.
Mr. Domingo will begin with Crown Melbourne in late April, with Mr. Volkert continuing to serve as CEO until that time, ensuring a smooth transition.
Crown Resorts CEO, David Tsai, said: “Ed has a proven track record in leading integrated resorts, and we are thrilled to welcome him to Crown Melbourne. With his extensive industry experience across various gaming jurisdictions, Ed is well-positioned to lead Crown Melbourne’s next phase of growth and success.
“I would also like to extend my gratitude to Mike for his invaluable contribution over the past two and a half years, including his leadership in our transformation journey.”
Mr. Domingo said: “I am incredibly excited to join Crown Melbourne, which has held an iconic role in Melbourne’s entertainment and tourism landscape for 30 years. I look forward to joining the thousands of amazing team members there and leading Crown Melbourne’s next phase of transformation and growth, bringing innovative venues to life and creating dynamic experiences for our guests, all while operating at industry-leading standards.”
Crown Melbourne Chairman, Ian Silk, said: “I would like to thank Mike for his leadership and dedication to Crown Melbourne over the last two and a half years. Ed is a highly accomplished and experienced executive with proven success at similar organisations, and I look forward to seeing the positive impact of his leadership.”
The post Crown Resorts Announces Ed Domingo as New CEO of Crown Melbourne appeared first on European Gaming Industry News.
The Australian Communications and Media Authority (ACMA) has requested the Australian internet service providers (ISPs) to block more illegal online gambling sites, after investigations found these services to be operating in breach of the Interactive Gambling Act 2001.
The latest sites blocked include Crown slots and Billy billion.
Website blocking is one of a range of enforcement options to protect Australians against illegal online gambling. Since the ACMA made its first blocking request in November 2019, 1178 illegal gambling and affiliate websites have been blocked.
Around 220 illegal services have also pulled out of the Australian market since the ACMA started enforcing new illegal online gambling rules in 2017.
The post ACMA Blocks More Illegal Online Gambling Websites appeared first on European Gaming Industry News.
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