MANCH235TER

The creation and successful launch of the UK’s first new model casino brand.

Brief:
London Clubs International identified a gap in the UK market for cool Las Vegas-style casinos; places where gaming was only part of the entertainment experience. Our brief – within a highly restrictive regulatory framework - was to create and launch a luxury brand that would appeal to both existing gamers and people who typically didn’t visit UK casinos - affluent young urbanites who were fans of new, eclectic social experiences. Everything about the brand was designed to make this casino appealing to women as well as men.

Solution:
The brand we created, Manchester235, was brought to life in both the brand and launch communications using the language of gaming, the language of numbers. The creative idea combined the language of numbers and the brand promise of an experience that was ‘Predictably wonderful, wonderfully unpredictable’. The prelaunch marketing intrigued luxury experience-seeking fans with the promise of an unusual and exciting premium experience without being completely explicit that the venue was a casino.
My Agency designed and executed the brand across every consumer touch point, including the design of the casino and corporate ID,
the identities of its bars and restaurants, website, membership materials, brochures, gift packages, advertising and staff recruitment.

Results:
Manchester235 became the hottest ticket in town. 12,000 members signed up before launch and a further 23,000 in the immediate post launch phase. The membership grew at seven times the rate of previous casinos. Over 30% of these members were female, the first UK casino ever to achieve this level.
On the strength of our work on Manchester235, London Clubs International asked My Agency to help them create and launch their next ambitious project, London's first Las Vegas-style casino, The Casino at the Empire in the heart of Leicester Square.

Manchester235 primary identity

M235 - primary ID