Caesars Entertainment asked My Agency to help them reposition and relaunch The Casino at The Empire, one of London's most iconic and successful casino brands. Back in 2007, My Agency had helped create and launch The Casino at The Empire with the theme ‘A touch of Vegas in the heart of London’, but many competitors have imitated the brand since then.
The Casino’s new theme ‘Come to where the action is’ aimed to reconnect the brand to it’s core audience of gamers and put the excitement of gaming back as the number one focus of the casinos entertainment experience. As well as a total revamp of the iconic casino’s branding and communications the London focused advertising campaign included landmark poster sites around Leicester Square, digital escalator panels on London Underground, print and digital. The campaign featured portraits capturing the spirit of gaming, by LA based entertainment photographer Stuart Pettican.