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Tsogo creates a new brand from Formula 1

1 min reading time

Published on 09/10/13 - Updated on 17/03/22

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Southern Sun North Beach, Durban

In 2011, the South African Tsogo Sun group bought Accor's shares in Formula 1's South African portfolio. Accor's 52.6% cost the South African group 37.5 million USD. Now, Tsogo has made use of the shares by rebranding Formula 1 in the country to its newly-created SUN1 brand.The rebranding project includes 21 hotels in the portfolio, requiring an investment of 13.5 million USD over the next three years. When completed, the brand will continue in the the affordable niche from 41 to 44 USD."We have evaluated the value of the brand in the budget sector of the market and concluded that a refresh under our brand was required", says Marcel von Aulock, Tsogo Sun CEO. "We consolidated the group's brands into one holistic identity under the sunburst", he continues, making them instantly recognizable.

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