Echo to shake things up with rebrand
Casino operator Echo Entertainment will change its name to The Star Entertainment Group in a move that will see its Casinos in Brisbane and the Gold Coast rebranded.
The company’s Treasury and Jupiters Casinos will be rebranded as The Star, Brisbane and The Star, Gold Coast, aligning them with the company’s flagship Sydney casino.
If the move is approved by shareholders, the company’s name will be changed following its annual general meeting later this year, though the rebranding of the Queensland casinos will take place at a later date.
Echo Chairman John O’Neill AO said the move to rebrand as The Star Entertainment Group would also lead to a single identity spanning the company’s properties in Sydney, the Gold Coast and Brisbane.
“The intention is to change the parent company name to The Star Entertainment Group Limited with the properties to be known – via a staged rebranding process – as The Star, Sydney; The Star, Gold Coast; and The Star, Brisbane,” he said.
Echo ceo and md Matt Bekier added that a 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 quality of that offering means we can, with a single identity, build further brand equity and loyalty. We can be greater than the sum of our individual parts.”
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.
However, The Star in Sydney will also be further energised, with the rebranding to coincide with a significant investment program across all properties, and the establishment of a unified brand and customer experience.
The rebrand will include a new visual identity for the company and for all its properties, including The Star in Sydney.
“It is important that the new identity will still give us the flexibility to deliver thrilling experiences but with local spirit – which is what our brand positioning demands,” Bekier added.
Subtle distinctions will be incorporated in each property, and each will adopt individual, locally tailored “tones of voice” to enable the unique identity of their cities to continue to shine brightly through.
“It in no way detracts from the wonderful performances of Treasury Casino & Hotel in Brisbane or the iconic Jupiters Hotel & Casino on the Gold Coast,” Bekier said.
“To the contrary, transforming Jupiters is a major focus for us, and a strategic priority. Construction will soon be underway on the new six-star hotel tower at the front of the property.
“In Brisbane we are looking forward with incredible anticipation to the redevelopment of Queen’s Wharf. Our commitment to the region is so strong we will be relocating our headquarters to Queensland at the appropriate time.
“Along this journey we have also consulted with key stakeholders, including guests, and the feedback has been consistent with the approach we are taking.”
If the shareholders support the change to the parent company name at the AGM, the company name will be amended immediately.
However, the Gold Coast and Brisbane properties will not change their names until sometime later. The Treasury Casino & Hotel in Brisbane will retain the name associated with the building in which it currently operates, until the facilities are relocated to the new Queen’s Wharf development.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
brisbane echo entertainment gold coast star entertainment the starLatest News
Holland America Line gives agents the chance to visit Alaska on 11-day Famil
If you've ever wanted to see a Polar Bear (and who doesn't?), now is your time.
More than 65 luxury agents gather in Sydney for Best of the Best dinner
This looks like a fabulous do. We imagine there may be a few (or maybe 65) sore heads this morning!
Globally-renowned chefs gather for Vivid Food 2024
As a human, we agree that food is a fundamental part of the human experience. Some might say the most fundamental.
Air New Zealand returns to Hobart and Seoul
If you notice an uptick in Kiwis making their way through the Mona, you know why.
European Waterways targets multi-generational families with ‘floating villa’ deal
The jury is still out on whether spending a week on a 'floating villa' with family is a hell or a paradise.
Luxury Escapes launches ‘sail away’ sale
Rest assured, you'll be getting your 'sails' and 'sales' mixed up for the rest of the day.
Rex-owned National Jet Express adds weekly charter between Brisbane and Orange
This is for mining and civil contractors, so please, put your holiday attire away.
Let the games begin. Viking introduces eye-watering benefits for the industry’s top 10 advisors
Did someone say 'trip to Venice'? Hold my coat, this one is far too good to miss!
Best friends or frenemies? What is the REAL relationship between sales and marketing?
We can all stop fighting over the corner office because our mothers were right - we are all important in our own way.
The Walshe Group Announces Two Key Appointments
What we really want to know is whether they got joint or separate welcome parties.
FAMIL: Agents explore the delights of Mauritius on 7-day tour
Go green with envy as you read this fabulous itinerary! Time to book that second honeymoon.
Hamad International recognised as world’s best airport at 2024 Skytrax World Airport Awards
Hamad airport is so good it is almost considered a destination in itself. Ballina, up your game.
Saudi Arabia highlights tourism investment opportunities at global investment event
Now is the time to start looking at Saudi Arabia if you are not already. There's big things to come.
“Rampant” – Aussies warned as dengue fever cases spike in Bali
Worried about Bali belly? Now you have something else to worry about.
TTC Tour Brand reveals slew of deals across operators including Trafalgar and Contiki
Everybody loves a bargain and you could do lot a lot worse than check out these deals from TTC!
Fiji Airways partners with Porter Airlines in US growth bid
Any initiative that gets more people visiting the delights of Fiji is a good initiative.
Flight Centre launches CruiseHQ – a marketplace exclusively for agents
The cruise industry has surpassed pre-Covid levels so this isn't one to miss!
Feeling festive? Wendy Wu tours unwraps Christmas collection
Get the Christmas hols booked now and avoid spending it with that elderly relative with dubious political views.
OPINION: In a world of screens, we crave experience
If you get feelings of deep shame and regret when you see your screen time, don't worry - you're not alone.
Sun Princess: High-end dining and world class entertainment awaits
If you are a foodie and you are not currently on the Sun Princess, we really have to ask - what are you doing?
YouGov: 2 in 5 Aussies would pay more for a sustainable hotel
If you want to be REALLY sustainable you can go camping. You just might lose the will to live.
“Can planes swim?” – Planes become boats as Dubai Airport is savaged by severe storm
Unfortunately, "can planes swim?" is a real life question and not an opener to a really bad joke...
Explora journeys reveals bespoke outdoor furniture designed by Matteo Nunziati
This is making your plastic table and chairs look really bad now, isn't it?
Bangkok Airways targets growth with renewed Sabre deal
Two stories abut Sabre's growth in one week and its only Wednesday! Watchout world.
PR agency Example wins pitch for InterContinental Sydney
We also went in for the contract but they said that a 'Be Our Guest'- themed TikTok was unoriginal! The cheek.
Norwegian Cruise Line reveals culinary experience aboard Norwegian Aqua
Once again, this TW journalist REALLY regrets writing this before getting lunch.
Signature Queensland hosts luxury tourism event
Known for its tropical beaches and unique wildlife, Queensland also offers luxury.
Capella Sydney recognised in prestigious Travel + Leisure’s 2024 ‘it list’ of best new hotels
You know that 'it girl' at school who everyone wanted to hang out with? Capella is the hotel version of that.
Rex launches 72-hour fare sale with NO school holiday blackout so you can take your kids (if you want to)
Sadly, leaving your children at home whilst you go on holiday is generally frowned upon.
Adventure World offers chance to connect with “heart and soul” of the US
I mean who hasn't dreamed of a road trip around the US?! Go with Adventure World and you're less likely to get lost.
Fiji’s family-owned luxury resort Likuliku Lagoon launches its own app
We were relieved to find out that having a "concierge in your pocket" referred to an app on your phone.
Hawaii: The US’ laid-back front door for Australians
If you needed another sign that you should definitely head to Hawaii - this is it!
Sabre targets Asia Pacific growth with latest hire
Call the Avengers! Sabre continues its bid for world domination with latest hire.
Air New Zealand signs its largest EVER deal for sustainable aviation fuel
Air New Zealand makes huge step towards sustainable travel. We bet it recycles its rubbish properly too.
IHG Hotels & Resorts continues regional growth with Sunshine Coast Holiday Inn
This Holiday Inn looks considerably flashier than some of the ones we have stayed at in our time.
Budget carrier Scoot welcomes first of 9 E190-E2 aircrafts
Here at TW we would like to offer Embraer E190-E2 a warm welcome! It's not easy being the first of the fleet.