British casino chain Grosvenor Casinos has unveiled a bold new re-brand as part of a wider repositioning strategy as the firm looks to broaden its appeal.
Spearheaded by a 30-second TV spot, the vibrant new identity looks to modernise the chain’s image across all of its 52 UK venues as it aims to attract the next generation of guests.
“In an ever-changing and multi-faceted world, repositioning the UK’s leading casino brand was never going to be easy. The scale and complexity of our gaming, leisure and hospitality offer on and offline required real foresight and a commitment to deliver change,” Grosvenor Casinos marketing director, Sarah Sculpher said.
“Hours of extensive research as well as customer insight of existing players and casino considers resulted in a transformational brand identify switch as Grosvenor Casinos looks to set itself apart from its competitors now and in the future.
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She continued: “The repositioning exercise was all about opening-up the world of Grosvenor and its amazing team of passionate experts to make it more accessible and welcoming to a new generation of customers who demand more from their time.
“I’m pleased to say the re-brand shouts loud and proud about what we’re all about as a business, positioning Grosvenor as a stylish and fun destination to enjoy a night out or simply escape from the everyday.”
The first venue to be opened following the ‘transformational re-brand’ will be Glasgow Merchant City later this month, with the £3.5 million venue acting as proof-of-concept.
