Manchester 235 Casino

Creating cool. How a new brand created a new leisure experience.

Let’s face it casinos aren’t cool. Not in the UK anyway. They are either impossibly old fashioned and elitist gentlemen’s clubs, or a kind of bingo hall for men.
London Clubs International identified a gap in the market for a Las Vegas lounge style casino, a destination for a complete night out, not just for gambling. An environment designed to appeal to a younger, more stylish audience and importantly, a place that women would enjoy too.
Manchester235, the brand and experience we created was aimed at both existing gamers and at young urbanites – male and female - who were fans of eclectic social experiences.
The strategic positioning of ‘Predictably wonderful. Wonderfully unpredictable’ described the excitement of the various gaming products but also the quality of the bars and restaurants.
It was all brought to life through the creative idea of the magic of numbers and executed across every consumer touch point from the design of the casino itself, its branding and sub brands, the website, printed communications and advertising.
Manchester235 became the coolest ticket in town. The membership grew at seven times the rate of previous new casino launches and London Clubs was subsequently bought by Harrah’s (owners of Caesar’s Palace) for over £250m.
“My Agency is the one stop marketing shop. The whole package. From in-depth and thorough insight and strategy, unique and spectacular creative solutions and ideas, to perfect media choices for every budget. I can’t thank them enough.” Blaise Witnish London Clubs International Marketing Director
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