Owned by Caesars Entertainment, The Emerald is an extensive leisure resort and casino located an hour outside Johannesburg, South Africa. My Agency was asked to conduct an in-depth analysis of the business and then create a new strategic platform to shift the marketing of the resort from heavy discounting to a more premium, confident, value added and inspiring approach. A strategy to drive both increased visitation and on property spend.
Our rethink identified fresh commercial opportunities, re-defined target audience priorities and developed key messaging for the various lines of business. We also crafted a new brand positioning Adventure Awaits to unify the various offerings of the resort. From big game drives to casino gaming, from fun family breaks to action packed business conferences Adventure Awaits is an exciting and distinctive new brand promise for the Emerald and is now also driving product innovation and improvements in service standards. We also brought Adventure Awaits to life through a new creative communications platform. This included a brand refresh, new advertising campaign, comprehensive brand book and creative toolkit, enabling the on resort marketing team to roll out brand and offer led communications across all media channels in a consistent and compelling way.