Case study
Grosvenor Casinos
- Brand Strategy
- Campaigns
- Entertainment & Gaming
- Brand Identity
The UK’s oldest casino brand, Grosvenor faced stiff competition from newer, tech-leaning casino and gaming brands in the online casino space.
Not just for customers, but employees too. They needed an idea with heart and bite that could drive pride internally as well as spark player passion externally. We found it in their own half-century of heritage.
Finding the heart
No other casino has the same depth of experience, or the love of the game, as Grosvenor. We built their vital mission to be the only online casino built by real casino enthusiasts for real casino enthusiasts.
This elevated position allowed us to showcase Grosvenor Casinos as ‘The Home of Real Casino’, through a premium brand platform crafted as only the real casino enthusiasts could, designed to attract & retain high value casino players.
Giving it bite
From film to CRM and digital to on-site, this powerfully aligning idea played on the uniquely tangible nature of the Grosvenor brand, and how the real casino feel of our venues was mirrored in our online website and app experience.
Not only did this resonate with passionate players on the outside, it gave colleagues on the inside something to be proud of too - that they worked for something more - an enthusiast brand with a real heritage and passion for casino games.
Powering alignment
Alongside a sharper, more premium visual look and assets, we crafted a Playbook showing Grosvenor’s internal team how the idea could align everything from above the line marketing to CRM, performance marketing and website.
As well as inspiring everyone within the business to create a culture that explores ways they could help customers feel the love. The position is now driving the business forward as one, inside and out, inspiring innovation and new products and a distinctive place in the market that they love as much as their audience does.
In its first year the strategy and campaign has helped create 17% year on year growth in a market where average growth is just 2%. As well as providing a clearly aligned innovation north star for the future.
