Grosvenor Casinos has awarded a 700,000 unit contract to the national plastic card manufacturer, Plastic Card Services (PCS), as part of a major rebranding programme. In an extension to its previous agreement with the leading casino operator, PCS will now supply newly branded ‘Grosvenor Play Points’ cards to its 35 sites across the UK. PCS has worked with Grosvenor Casinos, which is owned by Rank Group, for over 18 years, so when the company looked to refresh its brand for 2012 and implement a tiered customer loyalty programme, the Macclesfield-based manufacturer was a natural choice.
“In late 2011, we embarked on a major rebranding process across all of our marketing channels, with one of the aims being to increase brand awareness and synergy between our Grosvenor and Play Points brands,” said Nadya Durrant, brand manager at Grosvenor Casinos. “Our loyalty cards, as the one piece of collateral that customers keep in their wallet or purse on a daily basis, were a key element that needed consideration. To make the change, we approached PCS to ask for help in translating the look and feel of the brand onto the cards which are used by each of our one million customers annually.”
As part of the new contract, PCS worked with Grosvenor Casinos to develop card concepts and importantly, ensure their compatibility with the casino operator’s loyalty and security systems. Taking a consultative approach, the manufacturer also advised Grosvenor Casinos on ideas and designs which would make their cards more appealing and bring its brand to life. For the operator’s new Gold Card customers, this included the creation of a premium card design, complete with an eye-catching gold glitter finish.
PCS also handles the card stockholding and distribution directly with the casinos themselves, ensuring a smooth ordering process.
“The first roll out of our new cards took place in May 2012, and PCS was instrumental in making sure it happened within timescales and at the level of quality that we pride ourselves on delivering,” added Nadya. “In fact, despite the brief and scope of the works changing during the project, PCS actually delivered the cards to our casino sites ahead of schedule – it was a great example of customer service, and I’d recommend them time and time again.”
