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Editions

Southern Star rebranded

02 Jul 2013

Southern Star rebranded Image

The embattled Southern Star Observation Wheel has been rebranded the Melbourne Star Observation Wheel.

The new name was revealed at the Australian Tourism Exchange trade event in Sydney in April.

A new website has been launched and new signage has been posted on the hoarding surrounding the wheel.

“The new name, Melbourne Star Observation Wheel, reflects the importance and relevance the star will have on opening, embracing Melbourne for Melburnians and visitors alike,” a spokesperson said.

According to the spokesperson, the new name was just one of a range of new initiatives and features incorporated into the design and build process.

The spokesperson declined to comment on the nature of the other new features and initiatives.

The observation wheel was redesigned following the failure of the previous structure in January 2009 after just 40 days of operation.

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