Why Harrah's Loyalty Effort Is Industry's Gold Standard†

Casino Owner Rewarded With $6.4 Billion In Revenue; Program Set to Go Mobile

Advertising Age, October 5, 2009 — Joseph, a 30-something New Yorker, was visiting Harrah's Resort in Atlantic City on a weekend the hotel was booked solid. But after using his Total Rewards card while playing the tables, he was directed by a pit boss to the front desk, which informed him a room had become available for a "special rate of around $100 a night." When he checked out two nights later he was told all the room charges were on the house.

Was the sudden vacancy pure luck or was it just a case of good customer-relationship marketing on Harrah's part? Ask any of Harrah's 10 million active Total Rewards program members, and they'll all tell you it's unequivocally the latter.

Harrah's Asks Employees to 'Play a Part'†

Brandweek, March 27, 2009 — In an effort to leverage employees as a marketing medium, Harrah’s has launched an initiative dubbed “Everybody Plays a Part,” which attempts to deliver a more social experience to consumers that visit its casinos.

Harrah's Changes Its Game†

Tough Times for Gambling, Large Debt Force Shifts

Wall Street Journal, October 27, 2008 — Gambling giant Harrah's Entertainment recently cut the hours at some of its casino VIP lounges, and even replaced plates full of hearty sandwiches with bruschetta and hummus. The moves riled Harrah's middle-market customers, who are accustomed to getting the high-roller treatment in exchange for their loyalty.

The changes were a small sign of larger problems at the nation's biggest casino company.

Why Harrah's Opted to Roll Dice on $5 Billion Merger With Caesars†

Q&A: VP Kris Hart Says Research Showed Move Would Be Brand Booster

Advertising Age, October 15, 2007 — Kris Hart, VP-brand management for Harrah's Entertainment, recently oversaw the merger of two major players in the gaming world — Harrah's and Caesars, which it bought for $5 billion — creating the world's largest casino company. Ms. Hart's topic at this year's Association of National Advertisers' conference is brand and organization integration, and the quantitative customer research conducted before the historic merger. Here, she relates to Advertising Age reporter Megan McIlroy how it takes a lot more than luck to meld such industry giants.