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Kawartha Rebranding Announced

Published: December 7, 2015 3:23 pm ET

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On Monday, December 7, the Great Canadian Gaming Corporation announced on behalf of the Ontario Gaming East Limited Partnership that new branding ‘Shorelines Casinos’ will be used for the gaming property at Kawartha Downs.

The release also states that Shorelines Casinos branding will also be used at Thousand Islands and, potentially, in the City of Belleville.

The announcement states that, as of early 2016, OLG Slots at Kawartha Downs will be renamed ‘Shorelines Slots at Kawartha Downs.’ Additionally, Thousand Islands Casino will be rebranded as ‘Shorelines Casino Thousand Islands.’ The rebranding is subject to the successful transition of the properties from the Ontario Lottery and Gaming Corporation (OLG) to the partnership.

The Shorelines brand has been selected as it captures each of the market's historical connectivity to the community and geographical area, according to the release.

"We have done extensive research to ensure that the chosen brand resonates with the local marketplace, and we're eager to start using it. But in the meantime, our primary focus continues to be on finalizing the transition of the operations to the Partnership from OLG," said Andy LaCroix, Interim Executive Director, Ontario Operations.

The release also states that the partnership will continue to develop preliminary plans for a gaming property in the preferred community of Belleville, and, if successful, the property will be named ‘Shorelines Casino Belleville.’

For more information, click here.

(With files from GCGC)

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