Grosvenor Casinos, the UK’s biggest casino operator, is working with leading celebrity stylist Gemma Sheppard, to launch its new uniform range across 51 of its 55 casinos in the UK this spring.
With the messaging ‘Look Good, Feel Good’, Grosvenor Casinos filmed a series of ‘how to’ and Q&A videos with its employees which were hosted by Gemma Sheppard. In these videos, Gemma shares her knowledge and experience to empower the team, including her top tips on everything from ironing to grooming and how keeping an essential kit bag at work can ensure that each employee remains looking and feeling good throughout their shift.
Each Grosvenor Casinos employee will receive their uniform with a USB stick featuring the videos and a personal note from Gemma Sheppard. The first casino will also receive a special delivery of a digital Polaroid camera and style scrapbook, two employees will be chosen to represent their casino by modelling their new looks and featuring them in the book. The book will be passed from casino to casino for the teams to share their style and grooming tips. Team members will also be able to upload photos onto a special Facebook page and take part in a competition where two winners to be treated to a shopping spree in London with Gemma Sheppard.
Amy Culora, Head of Brand and Marketing Communications for Grosvenor Casinos, said: “Our team is the first point of contact for our customers, so the ‘Look Good, Feel Good’ project was created to empower our employees as the face of the brand and take pride in their new uniform. With Gemma’s high-profile and work on The X Factor and Britain’s Got Talent, we felt she was the perfect ambassador to give insider tips to our team to look and feel their best both in and outside of the workplace.”
The ‘Look Good, Feel Good’ project follows a uniform trial at Grosvenor Casino Luton and Grosvenor Casino Coventry, and a company-wide survey where employees were asked to feedback on their old uniforms and what style elements they would like incorporated into their new look. Dimensions, the leading UK suppliers of bespoke corporate clothing were commissioned to manufacture the range. Each sector of the casino has been given a variation of the uniform, with different roles having their own look but with a distinct brand identity flowing throughout.