Here's Where Things Get Interesting

24 September 2023: Crown Resorts (Crown) has today 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 engagement1, 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.

Tomorrow evening, Crown Melbourne will host 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 renowned 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 premier of Chicago, then Tina: The Tina Turner Musical, followed by & Juliet the musical.

1 Research conducted on behalf of Crown Resorts by Forethought: Prophecy Thought & Feelings research December 2022 and Fiftyfive5: Territory Exploration May 2023.

Crown is also the Australian presenting partner for the Taylor Swift I The Eras Tour in Sydney and Melbourne, with Crown Metropol Melbourne 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: “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,” added Mr Carruthers.

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.

For more information visit https://www.crownresorts.com.au/

To view the new brand assets, visit here.
To view the brand advertisement, visit links below:

• Melbourne: https://vimeo.com/867033716/d5945d8de2?share=copy

• Perth: https://vimeo.com/867033735/5414613232?share=copy

• Sydney: https://vimeo.com/867033752/2ef5166e42?share=copy

ENDS

For further information, interview requests and assets, please contact:

Victoria Loughnan

Group Head of Public Relations | Crown Resorts P | +61 437 604 266

E | victoria.loughnan@crownresorts.com.au

Jordana King

ENTHRAL

P | +61 426 294 221

E | jordana@enthral.com.au

NOTES TO THE EDITOR

• The new brand identity launches with an exciting lineup of events in Melbourne, Sydney, and Perth over the next five months, including:

  Crown Melbourne:

• Crown Audio Hub and resort-wide AFL themed activations to celebrate the AFL Finals Season - Throughout September

• Hosting the AFL Brownlow Medal in Palladium - 25 September

• Sushi master Masami Ouchi from Nobu Japan will be taking up residency at Nobu Melbourne and

  presenting a special Omakase menu focused on Australian seafood – October

• An Evening with Mick Doohan at The Palms – 18 October

• Ghost Donkey opens - 20 October

• Race Day Style Salon - 7 October to 11 November (Saturdays and Race Days)

• Nerida Winter millinery pop up store opens - 8 October

• Crown Marquee in the Birdcage Enclosure at Melbourne Cup Carnival - 3 November

• Christmas installations, entertainment, and festive menus - December

• Lunar New Year celebrations and live entertainment - February 2024

• Taylor Swift I The Eras Tour celebrations - February 2024

  Crown Perth:

• Terrace En Rose Parisian inspired pop-up – On now

Crown Sydney