Tsogo Sun Holdings (TSH) today announced the consolidation of its operating divisions under one name, with one identity, and one clear vision, unifying its gaming and hotel interests under the Tsogo Sun brand.
For millions of South Africans, the names Montecasino, Suncoast, Gold Reef City, Silverstar Casino, Beverly Hills Hotel, Southern Sun, Garden Court, StayEasy, Formula One and Sandton Sun conjure up images of warm and friendly hospitality contrasted against the fun and excitement of gaming and entertainment. Few realise that these brands are all part of the same diverse and energetic company – one that occupies the position of the largest listed company in the hotel and tourism sector, with a market cap of around R20 billion.
Conveniently located in most urban centres nationwide, Tsogo Sun’s hotels and casinos are distinctive in their quality and choice, offering a range of hotel experiences from economy through to deluxe hotels, and casinos that are entertainment destinations in the true sense of the phrase.
“Our scale has changed and we now have a distribution of casino and hotel products that touches many thousands of consumers’ lives every day through our 14 casinos, 95 hotels, and related restaurant and entertainment offerings. Our portfolio enables us to achieve our aim of providing the greatest variety of quality hospitality, entertainment and leisure experiences,” says Marcel von Aulock, Chief Executive Officer of Tsogo Sun.
Tsogo Sun’s new vision for this diverse large-scale hotel, casino and entertainment offering is clear and all encompassing – ‘Experiences shape your life – Escape to ours’ – and is a goal that every Tsogo Sun person can strive to offer every guest they come into contact with.
Elaborating on Tsogo Sun’s vision, Von Aulock says, “Our guests are people who choose to spend their time with us. Whether they are on leisure or business, alone or with family, friends or colleagues, far from home or just down the road, our guests are treated in style… the comfort of a personal space at the end of a long working day; holidays that relax and rejuvenate; gaming that thrills and excites; theatre that enthrals; food that delights; and endless opportunities to be entertained.”
According to Rob Collins, Chief Marketing Officer of Tsogo Sun, the company is embarking on a campaign to correctly profile itself. “This will enable us to fully leverage and properly position our key intangible assets, namely our brands, under the proudly South African Tsogo Sun brand.”
Southern Sun, previously the umbrella brand for the hotel division of Tsogo Sun, and Tsogo Sun Gaming, the group’s casino and entertainment division, have been incorporated into the Tsogo Sun identity, unifying the company under one name and logo. Southern Sun will however, remain as a hotel brand for premier hotels within our portfolio of brands.
Collins explains, “The name Tsogo Sun is unique. Tsogo in Setswana means resurrection or new life, a term that mimics the daily rising of the sun. In line with the strength of this name, we have developed a group identity that will create a clear understanding of who we are and what we do as a group. The new logo, comprising the Tsogo name and the Sunburst insignia taken from the historical Southern Sun logo, visually accentuates the company’s strength, variety, presence and footprint, and represents a uniquely African identity that is steeped in heritage.
“Tsogo Sun is an exceptional hospitality and gaming group that provides great experiences at every destination. We rise each day to shine and brighten up people’s lives, and we pride ourselves on the energy and passion with which our people approach every interaction with our guests. This is the essence of what we want to convey in our new corporate identity and positioning campaign,” says Collins.
Von Aulock concludes, “Tsogo Sun is a dynamic and exciting company in one of the most seductive industries around. We believe we are now in a position to accurately profile our company. We believe that the Tsogo Sun name, combined with the Sunburst logo, will give us the best possible positioning from which to communicate and activate our vision – “Life is about experiences – escape to ours”.