More jesting at Carnival City

At the time of its launch some six years ago, the Sun International-owned Carnival City was one of very few accessible casinos for the general population of Johannesburg. But today Carnival City faces heavy competition from the likes of Monte Casino, Gold Reef City and Emperor's Palace - all relatively new complexes.

When Riaan van Rooyen joined the Carnival City team as General Manager, he knew the complex needed a revamp. He conducted extensive research amongst Carnival City's customers to discover what exactly they wanted from the complex and he enlisted the services of Brand Activation to manage the refresh project.

Through the brand audit, the team discovered that while the Carnival City brand was in drastic need of re-invigoration and Van Rooyen discovered what his guests want: More opportunities to win - more often.

Brand Activation's Howard Smiedt says: "Sun International hasn't undertaken a TV commercial on this scale since the famous 'We Will Rock You' ad of the 80s. The fact that the group was willing to take this route, and take the commercial to a national audience despite the fact that the offering is regional, underlines their support of and belief in Carnival City."

Brand Activation's audit revealed that there was one particular brand icon that consumers associated with Carnival City - the jester.

"We decided to take this icon and make it part of the Carnival City experience. This jester features heavily in all brand communications, but particularly strongly in the TV commercial.

"The jester is the conduit between Carnival City and consumers. He invites them to come play, he's the figure that brings the magic to the brand, and the magic of the brand to the consumers.

"This refresh is proof of Carnival City's commitment to satisfying its customers' demands. Our customers have spoken, and we have listened."