1 March 2002    

Explosive times…Syd Howard Fireworks changes its name ...

On the 1 March 2002, Explosive Entertainment became the new name for Syd Howard Fireworks International.

With founder Syd Howard having retired in January 2002, we felt that a name change was appropriate to reflect the new identity, culture and vision of the company. The name Explosive Entertainment is a strong brand, which identifies us as the market leader within the pyrotechnics and special effects sector.

The company's involvement within Australia goes back many years and has long since developed a deep understanding and trust with clients. To ensure the name change did not directly impact on our business relationships, it was crucial to clarify that the People behind the mastery remained the same.

"It was important to take with us the amazing achievements and credentials of the company, yet at the same time defining in the minds of our clients that we are also creating a new interpretation in the medium of fireworks" Garry Suprain, Director, Explosive Entertainment.

The name change also resolves the incessant problem of consumer confusion between our old company name and competitors within the domestic market. By changing the name we could quell any loss in business, and avoid potential consumers being misled into making choices against their interests.

We believe the name change provides Explosive Entertainment with a unique opportunity to establish a reliable brand image. All labels will be rebranded unless the new Explosive Entertainment 'Star-Burst' has no added value.

Explosive Entertainments head office remains in Sydney, with major operational headquarters located in South Australia, Victoria, Western Australia and China.

The name Explosive Entertainment enables the company to create one common and clear culture to bolster the company towards its new goals.

As a new century begins, Explosive Entertainment has become the new name for Syd Howard Fireworks International, marking a new chapter in our commitment to providing consistently high standards and positively outrageous service for all our clients.

For further information please contact the Explosive Entertainment Sydney Office on + 61 2 9653 4000.