Harrah’s Expands Customer Loyalty Program

Harrah’s Entertainment, Inc. has launched the third generation of its award-winning Total Rewards customer loyalty program. The new, expanded Total Rewards will offer its members the ability to earn Reward Credits and Tier Credits for nearly all of their entertainment expenditures at participating venues, including dining, live entertainment, golf, spa and retail outlets.

For every dollar members spend on most non-gaming purchases at Harrah’s properties, including their hotel stay, members will earn one Reward Credit. Those points can then be redeemed for entertainment expenditures at participating outlets.

Total Rewards, introduced in 2000, was the casino industry’s first national, multi-brand loyalty effort. The newly expanded program allows the 40 million-plus Total Rewards customers to accumulate Rewards Credits and Tier Credits for most entertainment expenditures*.

To earn Reward and Tier Credits, Total Rewards members must present their Total Rewards card at the point of purchase. Guests staying at Harrah’s-operated properties can earn credits either upon check-in or prior to check-out. The process of redeeming credits remains unchanged.

“This is an exciting and important enhancement to Total Rewards,” said David Norton, chief marketing officer, Harrah’s Entertainment. “It’s a natural evolution that incorporates our growing number of entertainment offerings and appeals to gamers and non-gamers alike. Now more people in more places can enjoy the benefits of earning and redeeming Rewards Credits.”

Most of the 40 Harrah’s-operated casinos around the country will introduce the Total Rewards Entertainment Package with a themed promotion beginning in early October. Customers who join Total Rewards at any time during a participating casino’s promotional period will receive a game piece that may contain an embedded code to win a fabulous to visit one of Harrah’s destination resorts. Among the available prizes are tickets to see Cher or Bette Midler at Caesars Palace in Las Vegas, a trip to a London Clubs International casino in the United Kingdom, a Mardi Gras experience in New Orleans or an alpine getaway in Lake Tahoe.

All Total Rewards members can obtain game pieces on select promotional dates at participating casinos; each member is eligible for one game piece on each promotional date that they visit a participating casino. No purchase or play is necessary to enter the promotion.

Total Rewards will continue to recognize its Gold, Platinum, Diamond or Seven Stars members, and current members now have more ways to earn Credits to advance them to the next tier.