Challenge

Crown’s purpose – beyond its product offerings – is to provide memorable experiences for its guests, thus positioning Crown above its competitors. It is important for the company that its employees fully embrace its values and purpose, to ensure that people have a “memorable experience” – and that more people visit Crown more often.

Answer

We wanted to provide evidence of Crowns’ commitment to provide memorable experiences. So we asked a range of employees from across Crown’s business to show, in a series of videos, how they create memorable experiences, encouraging all their colleagues to do the same. Making the values and purpose of Crown ownable by all employees.

Results

  • The campaign has been embraced internally.
  • It has been extended to tell the story of Crown’s disability programme – Crownability – and its indigenous employment programme.
  • It is having a positive impact on the consumer experience.

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