Under the spell of twilight

WHS places the Grand Casino Baden somewhere between good and badLast November, following a recommendation by the Swiss Federal Gaming Board (ESK), the Federal Council granted an A license to Casino Baden, which has been in existence for 125 years. The casino in the canton of Aargau will now commence operations as a Grand Casino on July 5. A total of four applications for a Grand Casino license were submitted to the ESK from the concession region of north-eastern Switzerland, which also includes the city and region of Zurich.
The casino will only be definitively granted a license once the casino has been approved by the ESK in the next few days. However, hardly any objections are likely to stop the Baden roulette balls from rolling.
A launch campaign by Zurich agency Weber Hodel Schmid (WHS), which also created the casino's corporate design and logo, is intended to position the gambling venue as a sophisticated, sizzling nightlife experience.
The motifs, in which celebrities appear as gamblers, attempt to convey a sense of distinction rather than create the impression of a Las Vegas-style gambling den. For the same reason, the campaign is not aimed at chronic table gamblers, gambling addicts and people arriving by car in droves to the slot machine casino. "We are trying to appeal to those who have perhaps never been to a casino before," says WHS CD Reinhold Weber. page 6