Swimming in money
Baden's Grand Casino sees itself as a gambling mecca in the Zurich area and focuses on the thrill of winning.
Casino Baden's Grand Casino sees itself as a gambling Mecca in the Zurich area and focuses on the feeling of happiness. "Switzerland has the highest density of casinos in Europe," said Peter Probst, Chairman of the Board of Directors of Spielbank Baden AG, recently. The market is covered despite rising turnover. Additional licenses would put existing operations such as the one in Baden, the largest casino in German-speaking Switzerland, under pressure. The fact is that the Swiss Federal Gaming Board has announced a licensing round for further casinos next year and that Casino Zürich AG, which did not receive a license four years ago, is making a new attempt. If Zurich were to get its own casino, this would mean a painful slump in gaming revenue in Baden. This is because two thirds of the clientele come from the canton of Zurich. In an interview with the AZ, CEO Detlef Brose estimated the loss at almost 60 million francs - a good 60 percent of turnover.
Online competition is growingHowever, even without the Zurich project, the competition is already clearly noticeable. Online gambling, which is not subject to the social concept, is growing at an annual rate of 35 percent. However, they cannot convey the live feeling of a casino. It is precisely this USP that the Weber Harbeke agency has linked to the ambiguous slogan "Baden im Glück" by playing with the name of the town. The motifs of exuberant happiness and extravagance underpin the advertising idea and dust off the elegant bourgeois image. However, the childish-looking swimming aids such as the inflated dolphin under the airily dressed beauty not only strained the dress code, but also the slogan.
The Grand Casino's other offerings such as gastronomy, events and entertainment have also been incorporated into the new look.
Luca Aloisi
Online competition is growingHowever, even without the Zurich project, the competition is already clearly noticeable. Online gambling, which is not subject to the social concept, is growing at an annual rate of 35 percent. However, they cannot convey the live feeling of a casino. It is precisely this USP that the Weber Harbeke agency has linked to the ambiguous slogan "Baden im Glück" by playing with the name of the town. The motifs of exuberant happiness and extravagance underpin the advertising idea and dust off the elegant bourgeois image. However, the childish-looking swimming aids such as the inflated dolphin under the airily dressed beauty not only strained the dress code, but also the slogan.
The Grand Casino's other offerings such as gastronomy, events and entertainment have also been incorporated into the new look.
Luca Aloisi
