The Mindil Beach Casino Resort was not immune to the impacts of Covid-19. A property that lives and breathes on interstate & international visitation, closed international borders and lock-downs around the country meant a large amount of the property was forced to close down for almost a year. With the Territory surviving Covid relatively well, the property was well positioned to relaunch itself to an eager local and interstate audience with a new brand positioning.
With freedoms finally returning, people were craving an escape.
With a focus on local visitors, we presented the Mindil Beach Casino Resort as a sanctuary; a tropical retreat away from the everyday. Away from the rigours of daily life, away from it all.
We know everyone likes to indulge in a little escapism from time to time. From those who feel the need to get far away from where they are, to those who just like the idea of breaking up the daily routine. Some want to escape the cold, others the heat. Maybe it’s just about not doing the dishes. It’s a personal thing.
Mindil Beach Casino Resort offers that great escape. There’s so much to spoil yourself with – with numerous bars and restaurants, pools and entertainment on offer, as well as the casino itself. You can choose to indulge in the guilty pleasure of a fully reclusive stay within the resort. Or literally step outside for some golf, tennis, night markets or a sunset cruise. The more adventurous can discover the world-class natural wonders on Darwin’s doorstep. So whatever kind of escape you need, it’s your instant getaway.
With our new campaign, we asked the local audience to ‘Escape the everyday, anyday’.
And the people responded in droves. Following a quiet few years, everyone was ready for something different. Our campaign perfectly positioned Mindil Beach Casino Resort as the ultimate way to escape life and routine. An antidote to the everyday!
Locals can indulge in the perfect staycation – even if its just for an afternoon, a meal with friends, a cocktail watching the sunset or a night of fun at the casino.
We executed 7 different TVCs, all highlighting a unique escape from everyday troubles. The ads spoke to people – they made a connection and inspired a response.
Following the campaign, the property began to gradually bring back its key offerings one by one and return to 80% capacity within just a few months.
We brought back into the venue lapsed customers, incentivised gaming patrons and showcased parts of the property in new and exciting ways. Mindil Beach Casino Resort is buzzing again!