Going bold on branding

As regional gambling revenue slumps, some companies are finding a new marketing strategy isn’t enough to draw the crowds and instead are trying for a complete rebrand. “It is sometimes difficult and challenging to keep marketing the same old, same old over and over,” says Steve Karoul, president of Euro-Asia Consulting. “It gets boring, so rebranding helps to break the mold per se and offer something new and exciting in an attempt to either increase visitation from existing players or to attract new players.” In an ever more competitive marketplace, a strong brand identity is ever more important. However, how to create that successful brand is another matter with as many failures as successes. Some experts say Macau itself is still struggling to create a brand identity and a lot more work needs to be done to transition from a VIP-dominated gaming model to a broad-based Las Vegas-style tourism destination.   Michael...

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