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Bass proposes name change to Six Continents

Bass proposes name change to 'Six Continents' emphasising the global spread of the business

Bass PLC today announces its acquisition of control of the remaining 50 per cent of Apsley Hotels Ltd, the lessee of the long term lease of the Hotel Inter-Continental London Hyde Park, for a net cash cost of £56 million. The acquisition gives Bass full ownership of the long term lease and shows a cash yield in excess of 10 per cent.

Bass PLC, one of the leading global hospitality groups, announced today that, subject to shareholder approval, it will change its name to Six Continents PLC.
The name Bass and the red triangle trademark were sold with the Bass Brewers business in August last year. A condition of the sale was that Bass ceases using that name by 21 August, 2002.

Six Continents was selected for its representation of the global spread and aspirations of the group, which operates in nearly 100 countries across six continents.

The name was also selected for some very powerful practical reasons:

  • Bass already owned the name Six Continents through its Six Continents Club worldwide loyalty scheme
  • It was achieved at a relatively low cost (approximately £375,000 for creation)
  • The name Six Continents is protectable - it has passed rigorous legal and marketing checks and is registered all over the world.

In addition, there was staff involvement from the beginning of the search for the new name, with Six Continents being suggested by an employee as part of a Group-wide competition.

A new symbol has also been developed to reinforce the name in a manner that is intentionally clean and distinctive and which works well across all applications.

Shareholders will be asked to approve the name Six Continents at an extraordinary general meeting on 20th July 2001. Subject to the approval of shareholders and the Registrar of Companies, the change of name to Six Continents PLC is likely to be implemented on 30th July 2001.

Chief Executive, Tim Clarke said:

"Today we are no longer a brewer, but a global hospitality group, with a clear focus on international hotels and leisure retail.

Six Continents is a name which emphasises the global spread of the company and a name which will soon become synonymous with our strong hospitality service brands."

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For further information, please contact:

Mark Rigby, Bass PLC Media Relations +44 (0)20 7409 1919
Julia Lalla-Maharajh, Bass PLC Media Relations +44 (0)20 7409 1919

Notes to Editors:

Bass is an international leisure hospitality group operating in hotels, leisure retail and branded drinks.

  • Bass Hotels & Resorts is the world's leading global hotel group whose brands include Inter-Continental Hotels and Resorts, Crowne Plaza Hotels and Resorts, Holiday Inn, Express by Holiday Inn and Staybridge Suites. It owns, operates or franchises more than 3,200 hotels and over 500,000 guest rooms in nearly 100 countries around the world.
  • Bass Leisure Retail is the UK's leading managed restaurant, pubs and bars group with over 2,000 outlets including brands such as Vintage Inns, Harvester, Toby, Browns, All Bar One, It's A Scream, O'Neill's, Edwards, Ember Inns and Goose.
  • Britvic Soft Drinks is one of the leading UK producers and distributors of branded soft drinks with brands such as Tango, Robinsons, Britvic and the UK franchise for Pepsi.
Picture Editors, please refer to www.newscast.co.uk for a downloadable copy of the proposed symbol in colour.

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