After working to complete the absorption of Gold Reef Resorts, Tsogo Sun are now starting work to unify the various brands and expand their loyalty programme.
Last year Tsogo Sun absorbed Gold Reef Resorts and they have now said that they will be spending R24 million to create a new corporate identity and integrate the loyalty programmes across all their casinos and hotels.
The rebranding comes after the two businesses have been restructured with centralised marketing, information systems and administration. The announcement was made by the Chief Marketing Officer at Tsogo Sun, Rob Collins, at their flagship casino, the MonteCasino.
The Southern Sun sunburst logo, consisting of concentric half-circles, will now be used across all 95 hotels and 15 casinos. Southern Sun used to be the umbrella brand for the hotel sector of Tsogo Sun; however, it has now been incorporated into the Tsogo Sun logo effectively unifying the entire enterprise under one name and logo.
They are planning to expand the loyalty programme so that hotel guests and gamblers can enjoy the same benefits at all their venues. A reported 55% of revenue in the gaming division is generated by loyalty card holders and at some venues it is as high as 80%. This is likely to be due to the fact that for card holders to keep their benefits they have to maintain a certain level of activity.
In order to cut costs whilst rebranding all the hotels and casinos they have been encouraging staff to deplete stock of branded items (such as stationary and business cards) and chip replacement at the casino will take place as the need for new chips arises. At present gaming chips are replaced every five years.
It is definitely time for Tsogo to undertake some major rebranding as they have accumulated many brands such as Garden Court, Holiday Inn and EasyStay, over the last forty years.