45
lan Kwai Fong Hotel
Crown Macau will be officially re- room Crown Towers - part of the first and VIP gaming, as well as world class
launched this month as ALTIRA as part phase of the complex - is expected to entertainment, restaurants and retail,
of the company’s “long term strategy to come on stream in mid 2009. will be an excellent representation of
launch an Asian oriented gaming and “The property will continue to pro- the standards of luxury and service for
hospitality brand” according to Charles vide a contemporary and up-market of- which the Crown brand is famous,’’ the
Ngai, Senior Manager, Marketing fering to its junket customers,’’ said last announcement added.
Projects and PR of City of Dreams. November’s announcement, it added that
Full details of the ALTIRA re- the return of Ted Chan Ying Tat as the Kingsway switch
branding will be announced in an up- President of the Crown Macau property
coming press conference by Ted Chan, would be “a tremendous asset’’ as they It’s in the same place but has a
President of ALTIRA, who will also un- continue to concentrate on the rolling new look, and it’s not alone. The old
veil a new corporate logo. chip segment of the market. Kingsway Hotel is now the Lan Kwai
And what of the Crown?, you might ask. The Crown Towers precinct will Fong Macau, they call it rebranding.
have the CrownTowers hotel, VIP gam- While the new owner prefers to keep a
Moving on ing salons and high end restaurants, tar- low profile, the flip side of the rebrand-
geting the VIP player market. ing coin is that they want to be noticed.
The Crown will move to City of “MPEL believes City of Dreams, “As a result of the new acquisition and
Dreams and the approximately 300- with its combined focus on mass market as the competition heats up, companies
april 2009
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