Gold Reef City Rebrands Itself

June 13 - Gold Reef City has undergone remarkable changes in the past year. Besides the R450 million renovations undertaken at the complex's casino and theme park, management has also insisted on a totally new market image.

The result is a new corporate image that shows Gold Reef City as the ultimate in Gold Rush nostalgia mingled with contemporary sophistication, with the help of promotional campaigns through television and film advertising.

The revamped entertainment complex was opened with a brand new marketing image - "Pure Jozi, Pure Gold" - that promotes the message that playing at Gold Reef City is full of golden moments and golden opportunities.

For the first time in Gold Reef City's history, the theme park and casino have been marketed under one umbrella and not as separate, though related, entities.

The Chief Executive Officer of Gold Reef Resorts, Steven Joffe said: "The launch of this new brand positioning marks a turning point in the Gold Reef City marketing strategy. The new Gold Reef City brand promises to deliver and exceptional entertainment experience that dazzles senses, touches hearts and stimulates minds. It revitalizes the brand and transforms the image of the complex into a magnificent golden new entertainment destination."

Gold Reef City's new advertising campaign includes a 60 minute television ad that uses the home brand band Mango Groove for its theme music. The song "Special Star" was chosen as the theme lyrics for the ad. The advertisement incorporates special moments captured through a photographer's lens and links them to magic moments experienced at Gold Reef City.

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