The Australian casino industry has been concerned that it is going to lose a significant source of funds as Asian high rollers avoid visiting the country due to the ongoing trade war between the US and China. Their concerns have mostly been unfounded, as analysts have said that high-roller gambling remains strong. One casino operator, however, doesn’t want to leave anything to chance and has launched a new marketing campaign designed to bring in more Asian gamblers.

Star Entertainment Group has introduced a new Chinese branding campaign, as well as an accompanying WeChat account, to make the company’s properties more appealing to Chinese gamblers. The campaign includes having the company’s Chinese name displayed under its eight-pointed logo, but with a twist. Instead of the name, “Star Harbour City,” being translated literally, the name will be translated as “Millions of Stars.”

Star Entertainment’s CEO and managing director, Matt Bekier, said in an announcement yesterday that he is very interested in increasing its share of the booming Asian tourism market. He added that the company is especially looking to target those mainland Chinese tourists who often travel abroad.

Bekier added, “The previous brand was really only identifiable for Sydney, and certainly less prestigious, distinctive and dynamic than the one we will now present to Asian markets. This showcases what we bring to our destinations in Sydney and southeast Queensland, which is premium offerings and experiences.