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We're Here For It.

  • SkyCity
  • Advertising
  • Production
  • Graphic Design
  • Strategy
  • 3D & Motion Design

SkyCity is a group of integrated entertainment precincts that include casinos, hotels, convention centres and hospitality offerings. The brand operates multiple venues across Australia and New Zealand.

We were engaged to develop a brand platform and integrated masterbrand campaign for SkyCity to pilot in the Adelaide market. The campaign wasn’t to be about gaming, but rather promoting SkyCity as an integrated entertainment precinct complete with 10 bars and restaurants.

The platform that unlocked a whole precinct.

Research showed that SkyCity had a near saturation level of prompted awareness, but unprompted awareness of just 8%. People knew SkyCity existed, but simply wouldn’t think of it when planning dinner or a night out.

In researching the offering, our insight was that each SkyCity sub-brand (The Kitchen, Madame Hanoi, Sol Rooftop, The District, etc) had its own personality and reason to visit. They don’t necessarily attract different people, but people in different moods. At a brand level, SkyCity’s strength is in the collective nature these offerings and the energy that runs through them — day and night.

We needed to develop a distinctly memorable brand platform that would engage its audiences and build salience. In a global market where competitors had deep pockets (the City of Dreams in Macao famously spent over $100 million producing a blockbuster ad directed by Scorsese and starring DiCaprio, De Niro and Pitt) this would be no easy feat.

We needed to remind people that, whatever the occasion, SkyCity is here and here for a good time. This led to the brand platform: We’re Here For It.

From brief to screen, all in-house.

The "We're Here For It" platform allows SkyCity to position itself as the go-to for any event, whether it’s a Monday high tea, a front row seat to the Super Bowl, Friday night dinner and drinks or an indulgent weekend spent at a 5-star hotel.

The campaign then brings this platform to life with an energetic, unexpected dancer who shows that SkyCity’s up for anything. The ad cleverly shows off SkyCity’s distinctive assets —including the iconic architecture of the Adelaide Railway Station and golden facade of Eos— as well as a range of the precinct’s hospitality offerings without falling back on an expected montage or voiceover dialogue.

All work, from brand and campaign development through to photography and film production (from social content through to TVCs) has been delivered in-house by Simple.