The Star Has Bigger Plans

Echo Entertainment and Crown are fighting it out to become NSW’s premier gambling and entertainment brand with the NSW Government soon to make a decision whether to issue a second casino licence, or stick with one player only.

The Star We're aiming high for SydneyCrown has also placed ads talking about its vision for the Barangaroo site they want, and now The Star joins in by pledging new investment and teasing the reader that bigger plans are soon to be revealed, to make Sydney a world class destination.

The truth is neither you nor I are the target audience for this communication.

It’s aimed at convincing the decision makers that Echo is a serious contender by generating PR and conversations within the media.

Its role is to influence the Public Agenda which is often the role of government or policy lobbyists.

While these ads are specifically about the casino issue in NSW, between now and the Federal election in September, the amount of ads seeking to influence the public agenda will only increase.

For further examples of how brands or organisations have sought to influence the public conversation, click here.

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