The brief was to create and launch a new kind of luxury casino. A cool Las Vegas-style casino where gaming was only part of the entertainment experience. A place that appealed to existing gamers and people who didn’t go to UK casinos - affluent young 'urban explorers' looking for new social experiences. Everything about the brand was designed to make it appealing to women as well as men.
The brand we created, Manchester235, was brought to life using the language of gaming, the language of numbers. The creative idea combined this with a promise of an experience that was ‘Predictably wonderful, wonderfully unpredictable’. Pre-launch advertising intrigued people with the promise of an unusual and exciting experience without being completely explicit that the venue was a casino. The design team at My Agency designed and executed the brand across every consumer touch point. We even got to choose the cutlery in the restaurants!
The Launch was London Clubs International's most successful casino launch with 12,000 pre-launch registrations and 23,000 more members in the first few weeks. Importantly 30% of the membership was female, the first UK casino ever to achieve this level.
