Harrah’s Entertainment

(Las Vegas)

Strategic AlliancesSituation:• Following a merger & acquisition

with Caesars Entertainment, the new Harrah’s Entertainment was now the World’s Largest Gaming Co, and needed B-B-C Activation.

Insights: • Harrah’s had history of doing some

“one-off” promo deals.• Harrah’s perceived as difficult to

work with by past partners.• Harrah’s Brand Mgmt not on same

page with CRM/Loyalty Program (ie. Total Rewards).

• Harrah’s Brand Mgmt too rigid and not willing to “give & take” w/ partners, in order to exceed strategic alliance expectations.

Targets: • Harrah’s Customers:

- Harrah’s Brands

- Caesars Brands

- Horseshoe Brands

• Alliance Brand(s) Customers

Challenges:• While Harrah’s Entertainment

needed to develop long-term relationships with best of class brands/companies, Harrah’s still operated in a short-term casino business model & was not very partnership-friendly (“win/win”).

Solution:• Fully-utilized the power & reach that the Harrah’s Total Rewards CRM/Loyalty Program (40 MM members) brings to the table, in support of Brand Mgmt & National Promotions:

- Secured Travel Category with American & Southwest Airlines, alternating National Promos.

- Negotiated 1st eBay contract (Nat. Promo. online partner) & paved the way for the launch of an exclusive eBay slot machine.

Objectives:

• Work w/ AOR on National Promos.• Identify all partnership categories.• Target good fit Brands/Companies.• Initiate the Harrah’s B-B outreach.• Structure B-B-C Activation deals.• Negotiate/fully-execute contracts.• Manage both current promotional

execution & ongoing relationships.