EXCLUSIVE: The Tabcorp-owned Sydney casino Star City is preparing to ditch its “RSL on steroids” image with a relaunch and multi-million dollar campaign to attract locals to the venue.
The casino will unveil its $860 million redevelopment at the end of the year and has appointed Sydney agency Three Drunk Monkeys to spearhead its marketing campaign.
The relaunch, spearheaded by Tabcorp casinos division chief executive Larry Mullin, and Star City managing director Sid Vaikunta, aims to promote the venue as a multi-faceted entertainment proposition rather than simply a casino.
Vaikunta told AdNews: “An RSL or casino is too one-minded a conception. The goal of the revamp is to create an entertainment complex which offers so much more than gambling. The idea is to turn Sydney into a city which offers peak entertainment experiences, such as you might find in Las Vegas, Atlantic City, New York or Miami.”
The relaunch will include the addition of six new restaurants, a nightclub, two new bars, a spa, a hotel, an events centre, several boutique retail shops, a sky casino on the top floor, a private jet for overseas customers, and a revamp of the existing casino site.
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