Crown Casino (now Crown Melbourne) was a client of Creative Activation’s parent company, Clemenger. They had the need to collate and mark up locations of all of their varied messaging elements in order to sell off content opportunities to third parties. The Marketing team was also challenged with how to easily pull up a specific messaging element to show its location to potential advertising clients in such a vast property.
Heading up the Retail Impact team for Creative Activation at the time, Charmaine completed a 2 day audit of all messaging locations, and to address the client’s challenge, an interactive map showing live images of relevant messaging elements was developed. The messaging audit also captured critical information such as proximity to specific gaming rooms and the clientele those spaces attracted. The audit and accompanying interactive map was successfully used by the Crown Casino Marketing team to not only sell advertising space, but to locate consistent messages in key locations within the venue.