PDF 25 MB - Sun International | Investor Centre

By the end of February, the number of members on the MVG database was 208 365 of which 683 were Platinum, 6 601 Gold and 14 294 Silver.
Following the devastating earthquake on 27 February, an extensive public relations and communication plan was initiated to keep all customers informed
of the restoration process. During June and July 2010 a multi-faceted relaunch promotion and entertainment programme was initiated to regain the
momentum lost and to re-establish the Monticello brand top-of-mind, encourage visitation and sign-up to the MVG programme.
MVG programme
MVG customer segments – South Africa
Card level
Points
threshold
JOINT REPORT OF THE CHIEF EXECUTIVE AND CHIEF FINANCIAL OFFICER continued
Active
customers
2010 2009
Revenue
contributions
2. PROTECT OUR BUSINESS
Active
customers
Monticello
Revenue
contributions
Platinum 4 500 2% 42% 2% 42%
Gold 475 15% 43% 16% 43%
Silver 50 24% 11% 25% 11%
Maroon Free 59% 4% 57% 4%
Our MVG programme maintained its position as the premier casino rewards programme in Africa and is the benchmark in Chile. It is also available at
the new Federal Palace casino in Nigeria.
The programme has four levels, each offering distinctive privileges at all Sun International hotels, resorts and casinos. The benefits increase in value as
customers progress through the levels with the MVG Platinum card being highly sought after.
In South Africa for the period ending June 2010, the best performing sectors – Platinum and Gold – accounted for 17% of cardholders and 85% of
revenue contribution. The number of active cardholders for the period increased by 5% and revenue was up by 1%, demonstrating the robustness and
loyalty of the MVG customer base, despite the challenging economic circumstances.
Sun International’s desirable ‘Prive’ magazine, which is mailed exclusively to the top 30 000 southern African MVGs, continues to grow in popularity. Its
content has been enhanced ensuring that the magazine is the first source of information for MVGs about group events and promotions.
37