Stanley Casinos

Overview

Following a major rationalisation of its land-based casino estate, Stanley Casinos embarked on a rebranding exercise to position its casinos more obviously at specific sections of its customer base. This together with the latest changes to the Gambling Act would enable easier access for customers to their preferred gambling experience.

The Result

The three new provincial brands namely Mint, Circus and Maxims will offer the customer a broad range of casino environments to choose from. Circus is all about casino gaming alongside live entertainment and theatre dining, while Mint is directed at the more serious casino customer who wants the latest games in a dedicated casino environment. Finally, Maxims offers an upmarket, glitzy experience with destination wining and dining.

KMP’s brief was to deliver a system that enabled easy content management for three branded websites plus a corporate site. KMP delivered the suite of websites utilising a standard set of core templates to which each brand could be applied using CSS. The Content Management System chosen was Sitecore as this offered much of the required functionality out of the box.

The bespoke coding included integration with Google Maps for casino location and sophisticated casino membership application functionality. While in the administration environment the facility to create time-based news items, casino specific events and promotions, including the delivery of food and beverage BOGOF vouchers was incorporated. The 4 sites were designed, scoped and delivered on time in 12 weeks.