Rebranding the Vaal's premier casino resort

The decision taken to re-create an already successful brand was taken to align the Emerald Casino Resort's brand positioning with its international family of concept casino resorts, parented by London Clubs International (LCI).

Says Emerald Casino Resort marketing director Pieter Meyer: "The new look corporate identity succinctly personifies the positioning and look and feel of the Emerald Casino Resort. The new name retains the essence of the brand while the logo was revitalised to communicate a universal African theme."

The agency appointed by Emerald Casino Resort to drive the re-branding exercise is Equation, media planning is handled by Full Circle Media in Cape Town and Marcus Brewster Publicity Johannesburg was appointed PR and Publicity agency.