CPB stakes out Grosvenor

The UK’s largest casino chain is relaunching amid the National Lottery-fuelled gambling boom. Grosvenor Clubs is changing to Grosvenor Casinos, with an identity designed by Coley Porter Bell.

With gambling seen as a more socially acceptable pastime, Rank-owned Grosvenor Casinos hopes to cash in by demystifying the image of casinos.

Coley Porter Bell creative director Paul Parkin says: “We want to build a valuable mass- market brand with strong consumer recognition to rival major leisure brands.” CPB has previously designed Grosvenor’s sister brand of Top Rank bingo halls.

Grosvenor is losing its existing brands in favour of the single brand identity. The majority of its 30 casinos are being rebranded in the next two weeks.

Consistent branding is one of the very few marketing initiatives open to casinos, which are heavily controlled by legal restrictions.

The client’s commercial director John Espey says: “Large numbers of people now enjoy casinos – our new identity creates an image more in tune with reality.”