Rank Group review triggers doubts over Grosvenor brand

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here