The Challenge
Crown Casino approached Next Digital about redesigning the
homepage of their website and creating a new landing page, in order
to better integrate with an offline advertising campaign called,
'Paint the Town'. They also wanted to showcase three new
attractions of the complex, Fusion, Nobu and Crown Poker. As the
project was related to another marketing aspect, that of a
different splash of paint referring to a different element of the
entertainment centre the challenge lay mostly in the short
turnaround time in which the project needed to be completed.
Our Strategy
As the upgrade to the website was planned in conjunction with an
offline advertising campaign, with a visually strong, already
completed design the most important part of the Paint the Town
project was to deliver a consistent result, on time. In line with
this we worked in close contact with stakeholders at Crown to
ensure that the end result was precisely in line with their
requirements.
The Results
On presenting the first round of concepts - Crown was very
impressed with the design concept, and was excited about
invigorating an entirely new and modern look for their homepage.
Although the timeline for the project was much tighter than is
ideal, the website proved to be stable, robust, highly intuitive
and as visually prominent as the casino itself.