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Star City Casino Tipped For Rename: The Star

Written by:
Greg Tingle
Published on:
Oct/23/2010
Star City Casino

What's in a name? More specifically, what's in a casino name?  Answer: Potentially millions if not billions of dollars of dollars.  Down under in Sydney, Australia, Tabcorp powers that be want to get it right and are not rushing things to much, as they know they have one chance to make a first impression. Media Manand Gambling911 probe the casino rebranding situation...

The massive $860 million redevelopment is designed to transform Sydney's only (legal) casino into a world-class leisure and entertainment destination. They want to get the new name right, to say the least. No more jokes about the "Pyrmont Workers Club" or "RSL club on steroids", or at least that's the general plan.

For about 3 years there's been lots of talk, some official, some pub, of getting rid of the name Star City for something more fitting. The old name has been getting pretty tired is the word in the industry and on the street.

The new name will be The Star according to numerous leaks who have tipped us off.  The proposed name comes from brainstorming of San Francisco based marketing and branding company Tattoo Brand Strategy.

A Star Casino spokesman - PR type declined to say the name was incorrect. ''I am not going to confirm or deny The Star,'' he said. He was happy to confirm Tattoo had ''been back and forward (to 'Sin' Sydney) a couple of times'' but a final decision had not been made. Let it be told.

The source leaked "With their flights and accommodation, this has cost hundreds of thousands of dollars. And all they have come up with is a name change from Star City to The Star". Media Man reckons they are talking up the cost.  Leaks indicate they stayed at Star City, at least some of the time, which cost they close to nothing, as the hotel is hardly ever booked out.

Rebranding is a significant corporate decision, and it will involve a make over of everything from the front of the casino, to rooms, clothing, interior design, promos all across the board ....everything marketing. The rebranded casino is tipped to open in the middle of next year so it will need to be full speed ahead, within reason.

The spokesman went on "'We are getting close to deciding what the name is. We still have a few months up our sleeve. We will make an announcement early in the new year."

Top brass at the casino are largely American thus is little surprise that the owner, Tabcorp, went with a US firm for the project. Tattoo's own message is ''evolution strategy collective dedicated to helping clients decode the role their brand assets can play in driving their business forward''.

Its main clients include Cadbury, Cirque du Soleil, Chanel, Pepsi and Starbucks. The revamped casino will boast a 5 five-star hotel, more restaurants and bars and enhanced gambling facilities.

Casino managing director Sid Vaikunta said the "RSL club on steroids" tag will be history.

The revamp is a legitimate attempt to match the success of Melbourne's Crown Casino, which attracts about 17 million visitors - punters a year, which is roughly double that of Star City.

Ah, let the Aussie casino wars continue. Incoming!

Greg Tingle is a Special Contributor to the Gambling911.com website and owner of Media Man International

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