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Trump Hotel Toronto loses sign as rebranding gets underway


Canada

Trump Hotel Toronto loses sign as rebranding gets underway

The ‘Trump’ sign has been removed from the Trump International Hotel and Tower in the Canadian city of Toronto.

The hotel’s new owner, US firm JCF Capital, has reportedly paid a six-figure sum to the Trump organisation to remove the branding as part of a management deal.

Trump Hotels announced its new hotel brand, Scion, last year.

Scion means “descendant of a notable family,” according to a company statement.

It was unclear when the Toronto building will be re-branded with the new name. The company’s website still lists the property as bearing the Trump name.