The Star celebrates Chinese New Year with interactive ‘Good Fortune’ campaign

Sydney’s casino The Star has launched its first interactive brand equity campaign ‘Good Fortune’ to celebrate the Chinese New Year.



Working with The Star and M2M, Yakusan Brand Experience Group developed a range of experiential activations with the aim of linking the casino with the celebrations to ultimately drive more visitors to the venue.

The activations further The Star’s ‘Ribbon of Good Fortune’ concept which ties together the casino’s numerous lunar new year satellite events.

The campaign uses JCDecaux digital and Citylights panels throughout Chinatown alongside a CBD tram wrap and “a tunnel of ribbons to The Star” – 100 sponsored flags on Sydney’s Darling Harbour Pyrmont foot Bridge.

The promotional content appearing on site at the casino includes good fortune wishing trees and aerialists performing throughout the day.

Displayground also developed an interactive game called ‘Lunar New Year Fortune Blossom’ which is located on the gaming floor and available to members. The game requires players to swipe as many objects as they can in 60 seconds for the chance to win up to $5,000.


Melinda Madigan, general manager of marketing and entertainment at The Star, said: “This is a campaign demonstrating our ambition to be a leader in creating the most thrilling destination to celebrate the Lunar New Year in Sydney.

“The Star is committed to providing an entertainment platform that will surprise and thrill our guests and, this year, we invite them to feel happy and lucky following the Good Fortune Ribbon and celebrating the Lunar New Year at The Star”.

The campaign will run until February 12, 2017, and appear in print, digital and radio.


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