Repositioning an iconic brand from known to chosen.
Christchurch Casino was well known, but it wasn't always the first choice for a great night out. Through research, strategy and a complete brand refresh, we helped reposition the Casino as Christchurch's entertainment destination.
Christchurch Casino has been a Christchurch institution for over 30 years, and while awareness was high, consideration wasn't. Public perception was centred almost entirely on gaming, overlooking its restaurants, bars, live entertainment and role as one of the city's most complete nights out. Through audience research and a new brand strategy, we uncovered the opportunity to reposition the Casino from simply being known to becoming chosen.
- Services
- Creative Strategy
- Photography
- Art Direction
- Insights & Planning
- Brand Identity
We developed a new brand purpose, positioning and messaging platform that redefined Christchurch Casino as a contemporary entertainment destination. The strategy shifted the focus beyond gaming to celebrate connection, celebration and memorable nights out, providing a clear framework for future marketing and customer experiences.
- Services
- Creative Strategy
- Photography
- Art Direction
- Insights & Planning
- Brand Identity
The new strategy was expressed through a bold visual identity, refreshed tone of voice, and an integrated campaign platform. Together, these created a distinctive brand that balances Christchurch Casino's heritage with a fresh, contemporary personality, helping it reconnect with existing audiences while attracting a new generation of visitors.
- Services
- Creative Strategy
- Photography
- Art Direction
- Insights & Planning
- Brand Identity
By uncovering what people were really looking for in a night out, and widening our audience beyond the traditional, we have repositioned the Christchurch Casino as a place for unexpectedly good nights out and the 'home of the unexpected'
