Harrah's Entertainment Expands Casino Industry's Award-Winning Customer Loyalty Program

Harrah's Entertainment Expands Casino Industry's Award-Winning Customer
Loyalty Program
Total Rewards Now Offers Wide Variety of Ways to Earn Credits beyond the
Casino Floor

LAS VEGAS, Sept. 26 /PRNewswire/ -- 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.
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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.
Harrah's Entertainment, Inc. is the world's largest provider of branded
casino entertainment. Since its beginning in Reno, Nevada, more than 70 years
ago, Harrah's has grown through development of new properties, expansions and
acquisitions, and now owns or manages casinos on four continents. The
company's properties operate primarily under the Harrah's, Caesars and
Horseshoe brand names; Harrah's also owns the London Clubs International
family of casinos and the World Series of Poker. Harrah's Entertainment is
focused on building loyalty and value with its customers through a unique
combination of great service, excellent products, unsurpassed distribution,
operational excellence and technology leadership. For more Harrah's
information, please visit: http://www.harrahs.com.

* New ways to earn are available at all casinos owned and/or operated by
Harrah's Entertainment except for Harrah's Rincon, Harrah's Chester,
Bill's Gamblin' Hall and Saloon and London Clubs International.

SOURCE Harrah's Entertainment, Inc.

Jacqueline Peterson of Harrah's Entertainment, Inc., +1-702-494-4829