The Reef Casino in Cairns has outlined its plans for a revamped marketing strategy to attract new visitors. The casino operator will be launching a new loyalty plan and aims to market to Asian high rollers with the goal of bringing in more business over time. The Reef Casino Trust has decided to continue pushing to improve its business, after Aquis abandoned its takeover bid of the property in 2014.
The Fungs, who are in the process of building an $8.8 billion casino resort, had planned to purchase The Reef Casino for $276 million. Unfortunately, the deal was aborted when the Office of Liquor and Gaming Regulation stated that it would not be able to provide the required probity checks within a certain time period.
"The board has given me clear instructions post-Aquis, to press on and continue to build our business, without deviating from our long-held strategic ambition of delivering consistent and reliable earnings growth," says Allan Tan, Chief Executive of the Reef Casino Trust.
One of the new marketing strategies will consist of a new tiered loyalty program. Currently, the Reef Casino offers a club points program in which players can earn points by playing pokies and other casino games. The points can then be traded in for cash, parking vouchers and other perks.
At the moment, all of the players in the club receive the same amount of points for the same perks– but a tiered program will allow some players to earn more points and receive better freebies. This will encourage visitors to be more active to climb the tiers. The casino will also aim to market to high roller players from Singapore and other locations across Southeast Asia.
Recently, SilkAir launched a new direct flight service to Cairns from Singapore, and this marketing strategy will certainly help The Reef Casino take advantage of the opportunity to attract more tourists.
About the Author
