The Casino at The Empire

Brand creation and successful launch of London’s largest and most glamorous casino.

Brief:
After the success of Manchester235, the UK’s first Las Vegas style casino, London Clubs International asked My Agency to help them create and launch their next mega casino project in the Empire Leicester Square. As with Manchester our brief, within a highly restrictive regulatory framework, was to create and launch a luxury brand that appealed to a new audience of potential casino goers, both men and women. It also needed stand out in the crowded London casino market.

Solution:
The size and aspiration of this casino marked it out as being something different. The choice of a top Las Vegas casino designer to create the interior of the new casino made it something out of the ordinary. My Agency determined that this club would be perfect for fans of glitz and glamour, which provided the theme for our creative idea – A touch of Vegas in the heart of London. The campaign transformed familiar aspects of central London into something more fun and colourful with the Vegas touch.

Results:
The Casino at The Empire became the hottest ticket in town. 35,000 members joined within six weeks, a figure it would normally take six months to achieve. Attendances hit 1,800 a night with an average spend per head of nearly £200. The launch attracted the attention of US casino operators Harrah’s, who also own Caesar's Palace, who subsequently bought London Clubs International to help spearhead their expansion plans in the UK and Europe.

Prelaunch advertising campaign

Empire - Sp print ads NEW