Monday, August 08, 2022

Echo Entertainment proposes rebranding


Echo Entertainment has proposed to rebrand itself as The Star Entertainment Group in a bid to create a “single identity.”

Pending approval from shareholders, the move to rebrand would lead to a single identity spanning the company’s properties in Sydney, the Gold Coast and Brisbane, the company said in a press release.

“The intention is to change the parent company name to The Star Entertainment Group Limited with the properties to be known – via a staged rebranding process – as The Star, Sydney; The Star, Gold Coast; and The Star, Brisbane,” said Echo chairman John O’Neill. 

Echo CEO Matt Bekier added that a branding would build further brand equity and loyalty.

“We have created stability and momentum in the business, and are embarking on significant capital works programs at all our properties to ensure that as a group we will own and operate truly world-class integrated resorts,” he said. 

The Star name was chosen because of the awareness and recognition driven both domestically and internationally in recent times by the company’s Sydney property, the company said.

The Star in Sydney’s rebranding coincides with a significant investment program across all properties. The rebrand will include a new visual identity for the company and for all its properties, including The Star in Sydney. 

However, the Gold Coast and Brisbane properties will not change their names until sometime later. The Treasury Casino & Hotel in Brisbane will retain the name associated with the building in which it currently operates, until the facilities are relocated to the new Queen’s Wharf development. 

In August, Echo Entertainment proposed to rebrand itself as The Star Entertainment Group in a bid to create a “single identity” spanning the company’s properties in Sydney, the Gold Coast and Brisbane, the company said.

“The intention is to change the parent company name to The Star Entertainment Group Limited with the properties to be known – via a staged rebranding process – as The Star, Sydney; The Star, Gold Coast; and The Star, Brisbane,” Echo chairman John O’Neill said in August.

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