Harrah's Entertainment Unveils New Customer-Loyalty Program
Total Rewards; Gaming Industry's Only Nationwide Player Card Now Offers More Benefits
LAS VEGAS, April 4 / Harrah's Entertainment, Inc.
"Total Rewards takes Total Gold, the revolutionary player recognition and rewards program we launched in 1997, to a higher level by making it easier for our customers to understand exactly how to earn the rewards they want," said Phil Satre, Harrah's Entertainment Chairman and CEO. "For our investors, Total Rewards will be instrumental in continuing to drive same-store sales growth."
Starting today, Total Gold cardholders playing slots at Harrah's casinos will earn Reward Credits, the program's primary tool for communicating the level of play necessary to earn rewards. Cardholders' Reward Credits will be conveniently displayed at slot machines and on all primary direct-mail offers.
"Total Rewards lets our customers know that loyalty pays," said Gary Loveman, Harrah's Entertainment Chief Operating Officer. "The program's benefits, combined with its simplified message of how they are earned, reinforces customers' appreciation of why they should choose Harrah's, Rio and Showboat for their casino entertainment.
"We listened to our customers and delivered what they requested – a great loyalty program that's easy to understand. Total Rewards provides fantastic card benefits, generous comps and valuable hotel, food and cash offers at our local and destination Harrah's casinos in locales such as Las Vegas, Lake Tahoe and our newest casino in New Orleans," Loveman said.
In 1999, Harrah's Entertainment's loyalty-card holders earned more than $250 million in cash and comps – "clearly demonstrating that it pays to play at Harrah's," Loveman said.
Initially, Reward Credits will inform customers how they earn Total Platinum and Total Diamond memberships – Harrah's newly created tiered-card program. By July, Reward Credits will be used to communicate to customers how comps are earned at all Harrah's casinos nationwide.
By the end of 2000, Total Rewards will become the industry's only multi-branded loyalty program. It will enable customers to earn Reward Credits and qualify for Total Platinum and Total Diamond memberships at any of the company's Harrah's, Rio and Showboat casinos. With Total Rewards, Harrah's creates a common reward currency and a tiered-card program customers can use at all three brands. Total Rewards will enhance each of the Harrah's, Rio and Showboat brands' existing card programs and seamlessly recognize and reward customers at any Harrah's Entertainment casino. Today, Harrah's Total Gold and Rio's Play Rio cardholders can already use a single card to earn and redeem rewards across the two brands; Showboat is scheduled to be integrated by July.
Annual accrual of Reward Credits, which indicates how close a customer is to reaching the next tier level, will be communicated through direct mail. Customers can also review their account information by visiting the Total Rewards Centers at each property.
Cardholders who accumulate 3,000 Reward Credits during a year earn a Total Platinum Card, which offers such benefits as preferred restaurant seating and reservations, priority hotel check-in, a toll-free number for priority room-reservation service, exclusive travel service and benefits with select airlines and other travel partners.
Players accumulating 10,000 Reward Credits annually earn a Total Diamond Card, which provides all the above benefits, as well as members-only access to VIP lounges, personalized service from VIP hosts, free room upgrades and show tickets when available, exclusive hotel check-in areas and invitations to Diamond-only special events and tournaments.
Total Gold cards, which require no minimum amount of play, will continue to offer players discounts at Harrah's-owned gift stores, priority access to hotel rooms, shows and events, direct-mail offers and the ability to earn comps and cash based on play. In addition, all Total Rewards cardholders who are also National Airlines frequent-flyer club members can earn additional rewards by flying on National Airlines.
"Total Rewards is all about customer communication," said Richard Mirman, Harrah's Entertainment Vice President of Relationship Marketing. "Total Rewards takes the mystery out of earning a reward. We want our customers to be able to understand how the program works so they can earn the rewards they want. We believe better communication will lead to stronger relationships with our customers."
To celebrate the launch of the new program, Harrah's also announced "The Total Rewards Giveaway," a national promotion that will award nearly $4 million in cash and prizes this year to Total Rewards cardholders between now and Dec. 17. The promotion culminates with a grand prize drawing at Harrah's Las Vegas on Dec. 17, when the first-prize winner will receive $250,000. Entertainer Clint Holmes will host the final event, which will be simulcast to Harrah's casinos nationwide.
Total Rewards members receive one promotional entry for every 50 Reward Credits earned per day – and players can see their daily totals as they play. Upon request, customers can also obtain one free entry per day. Total Rewards Giveaway entries can be earned through Oct. 31.
Founded more than 60 years ago, Harrah's Entertainment, Inc. is the most recognized and respected name in the casino-entertainment industry, operating 21 casinos in the United States under the Harrah's, Showboat and Rio brand names. With a combined database of more than 19 million players, Harrah's Entertainment is focused on building loyalty and value with its targeted customers through a unique combination of great service, excellent products, unsurpassed distribution, operational excellence and technology leadership.
Statements in this release concerning future events, future performance and business prospects, including future sales growth and the future operation of the Total Rewards program, are forward-looking and are subject to certain risks and uncertainties. These include, but are not limited to, economic, bank, equity and debt-market conditions, changes in laws or regulations, third-party relations and approvals, decisions of courts, regulators and governmental bodies, factors affecting leverage, including interest rates, and effects of competition. These risks and uncertainties could significantly affect anticipated results or events in the future and actual results may differ materially from any forward-looking statements.
