Leisure giant Rank Group has launched a strategic review of its business portfolio, which could entail the demise of national casino brand name Grosvenor.
Rank is also planning to review its advertising later this summer. WCRS handles ad duties for its bingo business, Mecca Bingo, but the company has yet to decide whether to hand the agency responsibility for its casino and online businesses in the run-up to deregulation of the casino industry in 2006, or to choose another agency.
Rank commercial director Nigel Sibley says: “We will review using WCRS on all our gaming brands later this year. We plan significant advertising in the casino market come deregulation.”
Sibley has also instigated the brand review at the company. Rank owns the Mecca bingo brand, bookmaker Blue Square and the Grosvenor and Hard Rock casino brands.
“There are some question marks over the Grosvenor brand, as it is an old-fashioned name that stands for the traditional casino image. It doesn’t communicate the modern casino,” he says.
Sibley points to the stablemate Hard Rock casino brand as a future area of growth, although he says that there will not be a straightforward swap from the Grosvenor name.
“Hard Rock is a globally recognised brand that already attracts a mainstream audience. It will be a brand we will use for growth,” he adds.