Crown Resorts has unveiled a new brand for the first time in nearly a decade with a focus now on curating 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 an entertainment destination.

CEO of Crown Resorts, Ciarán Carruthers, said the new brand is a promise of something unique, elevated, unexpected and memorable.

“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. 

“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.”

The new campaign addresses feedback for Crown to bring joy, energy, and life into its cities, and to reinvigorate the experiences guests and visitors have. 

It found research had indicated that Australians want to visit a place where they feel connected to others as well as the city itself.

The new direction centres around creating experiences for the communities in which Crown operates with anything from entertainment, awards nights, weddings, gala events, birthdays to TV broadcasts.