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| HARRAH'S LAS VEGAS PLAYERS CAN NOW EARN TOTAL PLATINUM OR TOTAL DIAMOND STATUS |
7/1/1999 July 01, 1999 Loyalty Has Its Rewards at Harrah's LAS VEGAS, NEV - The ultimate in player recognition and reward is now available at Harrah's Las Vegas Casino & Hotel and other Harrah's nationwide. Building on its award-winning Total Gold Card, Harrah's has launched the casino industry's first national tiered-card program allowing top players to progress to an even higher level of recognition and reward for their play. While Total Gold will continue as Harrah's cornerstone player card, Harrah's customers can now achieve Total Platinum or Total Diamond status and enjoy an array of exceptional new benefits and services. The new "tiered cards" replace the current "Harrah's Total Gold Star" program. Customers are awarded a Platinum or Diamond membership based on their annual play at any of Harrah's 16 casinos nationwide. Total Gold customers will begin receiving their Platinum or Diamond cards in the mail the week of June 28. In addition, tiered cards will be awarded monthly to those customers who qualify subsequent to the launch. "This is truly a one-of-a-kind program in our industry," said Richard E. Mirman, vice president of relationship marketing for Harrah's. "The Total Gold program has played an important role in establishing loyalty with our customers. The tiered cards will make the program even better by providing more valuable ways of recognizing and rewarding our customers for their continued loyalty." Harrah's Total Gold Card Harrah's Total Gold card continues to be the core card, offering rewards and benefits that can be earned and redeemed at any Harrah's casino nationwide. By using the Total Gold card, customers can earn cash and comps based on their level of play. In addition, customers will be eligible to receive valuable mailbox offers, including air and land packages to Harrah's casinos and resorts in Las Vegas, Lake Tahoe, Reno and New Orleans (scheduled opening fall, 1999). Harrah's Total Platinum Card Harrah's Total Platinum Card is designed to get the customer to the action faster by offering a wide variety of service-related benefits. The program offers all of the benefits of the Total Gold card, plus: preferred reservations and restaurant seating; priority check-in at hotels; special toll-free priority service; personalized travel service and benefits with select airlines and other travel partners; exclusive offers and discounts in the mail. Harrah's Total Diamond Card Is designed to be Harrah's "White Glove" program, offering customers the best Harrah's has to offer. The program offers all the benefits of the Total Platinum card, plus: member-only access to VIP lounges; dedicated VIP hosts; free room upgrades; complimentary tickets to shows; invitations to Diamond-member-only special events. Benefits are subject to availability. Total Gold Card centers are located at every Harrah's casino for players to enroll in the Total Gold program, redeem cash and comps, review account information, and learn more about the tiered card program, including qualification. In addition, Harrah's Total Rewards Kiosks, which function like automated teller machines, are available to Players looking to access account information, check account balance or issue themselves complimentary vouchers that are redeemable like cash at any Harrah's restaurant or hotel. Harrah's Entertainment, the most recognized and respected name in the casino entertainment industry, operates 18 casinos nationwide under the Harrah's, Showboat and Rio brand names, and Star City casino in Sydney, Australia. Founded more than 60 years ago, Harrah's is focused on building brand loyalty and brand value with its targeted customers through a unique combination of great service, excellent products, unsurpassed distribution, operational excellence and technology leadership. |
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