Grosvenor Casinos is on a mission to broaden its appeal and transform the casino experience for a new generation of players, after unveiling a stylish new rebrand and repositioning strategy.
The casino operator, which manages 52 venues across the UK, is rolling out its vibrant new look as part of its strategic approach to create an entertainment for all offer which breaks down perceptions of the traditional casino experience on and offline.
Featuring an identity which delivers a creative twist on the classic casino chip, the brand is part of Grosvenor’s strategic approach to modernise its appeal and move away from the stereotypical casino experience which is rooted in traditional look and feel.
Striking new imagery combined with vibrant colour palettes will bring to life the brand’s goal to become the entertainment destination of choice for those looking to enjoy best in class table games, premium sports viewing, as well as a destination to indulge in quality food and drink in a stylish, fun and welcoming atmosphere.
Sarah Sculpher, marketing director at Grosvenor Casinos, said: “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.
“Hours of extensive research as well as customer insight of existing players and casino considerers resulted in a transformational brand identify switch as Grosvenor Casinos looks to set itself apart from its competitors now and in the future. 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 rebrand 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 rebrand includes the launch of a new TV advert ‘Entertainment Time’ and has already gone live in venue and via GrosvenorCasinos.com offering players a more seamless navigation and customer journey, coinciding with the launch of a new game ‘Beat The Timer’ which gives players 60 seconds in a skill based challenge to match symbols and win daily prizes.
As part of the brand’s new strategic approach, it will continue its modernisation programme of key casino venues following on from the launch of its new flagship proof of concept venue Grosvenor Casino Glasgow Merchant City earlier this summer.
The £3.5m casino on Glassford Street was transformed into a modern destination with the addition of a stylish new bar and restaurant, best-in-class table games as well as the creation of what is set to be one of the best premium viewing areas to watch live sport in the city.