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IHG branding to stay on Burswood hotels despite Crown change

Branding to stay: Holiday Inn Perth Burswood

BY JAMES WILKINSON

InterContinental Hotels Group (IHG) has confirmed that it will continue to manage Burswood’s two hotels – InterContinental Perth Burswood and Holiday Inn Perth Burswood – despite the announcement that the casino will be re-branded to Crown Perth from the end of 2012.

Crown Limited’s Executive Chairman James Packer announced on Wednesday (Dec 14) that Burswood Entertainment Complex would change its name to Crown Perth to create more appeal for the domestic and intra-Asia Pacific markets.

While the casino changes name to its Melbourne sister, it appears that a re-branding is not on the radar, with a spokesperson for IHG telling HM the two properties would not become Crown-branded hotels in the near future.

“Wednesday’s announcement (by Crown Limited) has no impact of the management of the two hotels,” he said.

In a statement, Crown Limited said it wanted to capitalise on the fast-growing outbound Asian markets.

“This change will allow Burswood to utilise the internationally recognised Crown brand in order to increase the number of international and interstate visitors to Perth especially from the strategically important China market,” Crown Limited said.

“This is a very exciting development for Burswood as it strives to more effectively compete against the other integrated resorts in the Asian region.

“The rebranding of Burswood will be underpinned by the completion in 2012 of the AUD$750 million capital investment program in upgrading and expanding the complex,” the company said.

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