ECHO ENTERTAINMENT IS PLANNING TO REBRAND
Shareholders will be asked to approve a parent company name change as part of the adoption of a consolidated brand platform when the Echo Entertainment Group holds its Annual General Meeting in November.
The intention is to change the parent name to The Star Entertainment Group Limited, with the properties to be known -via a staged branding process - as The Star, Sydney; The Star, Gold Coast; and The Star, Brisbane.
Managing Director & CEO Matt Bekier has said number of factors drove the consideration for change, while the plans have also been the subject of considerable research including consultation with guests. "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. "There will be consistency but there will be enough differences to allow us to dial up the cities specifically” - Geoff Parmenter, Echo Entertainment EGM Group Marketing and Corporate Affairs.
This is an exciting opportunity for the Group. The rebrand will include a new visual identity for the company and its properties, including The Star in Sydney. The visual identity/logos associated with the rebrand are currently being finalised and will not be released until November.
For more information please refer to our Media Release.