The Challenge Presented:

Brand tracking showed that whilst the brand campaign Here’s Where Things Get Interesting gave Crown a distinct and compelling personality, the high-level nature of the messaging was such that the campaign did not drive consideration of the breadth of bars, restaurants and experiences on offer at Crown.

The Strategy Created:

We needed to close the gap between brand promise and experience — making the Crown offer clear, tangible and inviting. That meant giving Here’s Where Things Get Interesting a CTA layer that tapped into today’s social culture; the buzz of planning a night out, sharing discoveries, and finding places worth telling friends about. To win consideration, we had to build intrigue and spark the thought, “I need to tell people about this”.

From this strategy, the Crown ‘Come find it’ campaign was created, to spotlight the multitude of experiences on offer across Crown. By anchoring around two distinct and diverse need states, (celebrations and casual catch-ups), the work reframed Crown as the place for a multitude of elevated occasions. Delivered across OOH, digital display, social and on-premise placements, the campaign created clarity, drove talkability and positioned Crown as the destination where people can always find their version of “interesting”.

The Strength Achieved:

Despite the campaign containing no tactical offers or incentives to drive visitation, Come Find It has exceeded all Crown’s conversion norms, with tracking research suggesting a third of those who were exposed to the campaign, subsequently made plans to visit Crown.