Casino operator Melco Crown Entertainment has announced the rebranding of its Taipa property, Crown Macau, as Altira Macau. The Crown branding is to be used for the new City of Dreams development, which is scheduled to open in June.
Altira is a new, company-owned and inspired gaming and entertainment brand that is intended to strengthen the company’s existing portfolio of brands within the gaming and hospitality sectors. It is to focus on Asian rolling chip customers and provide a unique and dedicated gaming environment for this group.
“We are excited to add Altira to our stable of brands and hope to leverage this brand throughout Asia, as attractive opportunities arise,” said Lawrence Ho, co-chairman and chief executive officer of Melco Crown.
“In our portfolio approach to development, Altira Macau provides a unique and distinctly Asian-oriented proposition to the dedicated rolling chip customer in Macau.”
