While market differentiation was previously primarily based on location, an independent brand promise now enables Swiss Casinos to differentiate itself from competitors. By expanding segments and adjusting market performance, new market potential can be tapped.
While regional differences may be partially negligible, the overall brand is strengthened. The Swiss Casinos brand now exudes more sex appeal, inspired by the glamour and entertainment offerings of Las Vegas, positioning a visit to Swiss Casinos as a desirable leisure activity. Brandpulse defined a new brand personality with new brand values: excitement, glamour and entertainment are the core values that now define the Swiss Casinos brand.
The brand personality is expressed through a new brand design with a striking logo, the “Dancing Symbol”, embodying dynamism, innovation and entertainment; it represents an abstraction of Swiss Casino’s initials. Brandpulse also developed a new market performance concept, a new marketing communication campaign, and internal and external corporate communication measures. The entertainment concept is consistently implemented with corresponding imagery in traditional communication channels, print products, as well as in the mission statement, employee presentations, and the code of conduct for employees (employer branding). The brand was launched with a big bang: The launch campaign “Greetings from Swiss Casinos” invited guests to spend an evening full of excitement, glamour and entertainment at one of the three Swiss Casinos. Inspired by the poster campaign featuring doubles of international entertainment stars, look-alikes of Elvis Presley, Marilyn Monroe and showgirl Eliza were present in person at the casinos over three weekends.
