Crown Resorts has undergone a brand refresh for the first time in nearly a decade, in a public shift from its image as a casino and hotel to a world-class entertainment destination.

The campaign aims to promote Crown as “a destination that brings joy, energy, and life into its cities”, and “reinvigorates the experiences guests and visitors have”.

“Today marks an exciting new chapter in Crown’s history,” said Crown Resorts CEO, Ciarán Carruthers.

“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.”

The campaign, Here’s Where Things Get Interesting, is now live nationally across television, outdoor, print, and social media.

“To us, ‘interesting’ is the promise of something unique, elevated, unexpected, and memorable,” Carruthers said.

“‘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.”

Led by Chief Brand and Corporate Affairs Officer, Danielle Keighery, the new brand direction was created in partnership with Australian brand and creative agency, The Monkeys.

It centres around elevated experiences across Crown’s entertainment venues, globally recognised restaurants, and luxury accommodation facilities.

“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,” Carruthers said.

“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.”

Feedback from extensive campaign research found that Australians are seeking connection with others and the city they are in during their stay and are seeking an atmosphere they can immerse themselves in and enjoy safely.

The first phase of the campaign begins with an integrated advertising campaign supported by a program of events across Sydney, Melbourne and Perth spanning sport, music, art, dining, and entertainment.

On Monday September 25, Crown Melbourne will host the AFL’s Brownlow Medal in its Palladium ballroom, and next month it will make its return to the Birdcage Enclosure at the Melbourne Cup Carnival.

In late September, Crown will host renowned sushi master Masami Ouchi from Nobu Japan for a residency at Nobu Melbourne, which will be followed by the arrival of NYC-born mezcal and tequila bar, Ghost Donkey.

Crown Perth will celebrate musicals and art with the internationally acclaimed exhibition Monet in Paris, the Australian premier of Chicago, Tina: The Tina Turner Musical, followed by And Juliet the musical.

Crown is also the Australian presenting partner for the Taylor Swift’s The Eras Tour in Sydney and Melbourne, with Crown Metropol Melbourne set to offer themed activations and consumer promotions.