Southern Sun rebrands as Tsogo Sun

Tsogo Sun Holdings, Bryanston, South Africa, is consolidating its operating divisions under one name, unifying its gaming and hotel interests under the Tsogo Sun brand.

Previously its hotel division was named Southern Sun Hotel Group. Tsogo Sun said its Southern Sun brand shall remain in use, though, for some of its premier hotels. Various brands Tsogo Sun currently uses for its 95 hotels include Southern Sun, InterContinenal, Garden Court, Sandton Sun, Beverly Hills, Palazzo, Suncoast, Maia, Sun Square, Stayeasy and Associate Hotels. Each of the hotel brands will now carry the new “Sunburst” logo image in varying sizes and positions.

“We believe that the Tsogo Sun name, combined with the Sunburst logo, will give us the best possible positioning from which to communicate and activate our vision,” said Marcel von Aulock, Tsogo Sun CEO.

Tsogo Sun did not say what the timeline for the change was or how much is being invested in the brand switch. Tsogo Sun’s hotels are located across Southern Africa and the Middle East.

The new Tsogo Sun logo featuring the Sunburst.
The new Tsogo Sun logo featuring the Sunburst.

“This will enable us to fully leverage and properly position our key intangible assets, namely our brands, under the proudly South African Tsogo Sun brand,” said Rob Collins, Tsogo Sun’s chief marketing officer. “We rise each day to shine and brighten up people’s lives, and we pride ourselves on the energy and passion with which our people approach every interaction with our guests. This is the essence of what we want to convey in our new corporate identity and positioning campaign.”