Tsogo Sun Holdings has consolidated its hotel and gaming division under one brand, Tsogo Sun. This means the hotel division, previously known as Southern Sun, along with Tsogo Sun Gaming, will now be branded and marketed under the new name and logo. The name Southern Sun, will however, remain as a hotel brand for premier hotels within Tsogo Sun’s portfolio of brands, along with Garden Court, SunSquare, StayEasy and Formula 1 hotels.
The decision to rebrand, says Noeleen Bruton, Marketing Director of Tsogo Sun Holdings, was based on the fact that, while the individual brands were well known by the public, the group was not. “In addition, having both the hotel division and a hotel brand named ‘Southern Sun’ was a source of confusion.”
The group has also recently been through some major structural changes, with the acquisition of Gold Reef City and several new hotels and casinos. “Our scale has changed and we now have a distribution of casino and hotel products that touches many thousands of consumers’ lives every day through our 14 casinos, 95 hotels, and related restaurant and entertainment offerings,” says Marcel von Aulock, CEO of Tsogo Sun. This, coupled with the group’s listing on the JSE, provided an opportunity to restructure and rebrand the two operating divisions.
Rob Collins, Chief Marketing Officer of Tsogo Sun, says the company is embarking on a campaign to correctly profile itself. “This will enable us to fully leverage and properly position our key intangible assets, namely our brands, under the proudly South African Tsogo Sun brand.”
The new brand will be marketed at the upcoming Indaba, as well as through a series of TV advertisements.
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