Harrah’s Stages a Second Coming

New Orleans Casino Names Peter A. Mayer Advertising as Agency
NEW ORLEANS–The owner of Harrah’s New Orleans Casino has named Peter A. Mayer Advertising as its agency of record to handle this fall’s grand opening and other duties over the next year.
The New Orleans agency will handle local and regional advertising throughout the South, including collateral, media planning and placement, plus public relations for an account industry observers estimate at $4 million.
Mayer has done public relations projects for Harrah’s New Orleans since last year. Marketing vice president Jeff Hook said that expanding the relationship was a natural move because Mayer fit Harrah’s needs so well.
“Peter Mayer has great experience bringing tourists to Louisiana through the state tourism account and one of our goals is to bring more tourists to New Orleans,” Hook said. “We found Mayer to be the type of strategic partner we need in this city and wanted in a local agency.”
Hook said Harrah’s plans to do some community outreach ads with minority shop G. Mc & Co. here.
Harrah’s New Orleans opened in a temporary casino in 1995, but closed after six months of mounting losses, forcing the enterprise into bankruptcy. The downtown New Orleans casino site stood half-built for several years, until Harrah’s came out of bankruptcy and resumed construction last November. The grand opening is slated for Oct. 30.
Carmichael Lynch of Minneapolis handles national advertising for Harrah’s Entertainment Inc., the parent of Harrah’s New Orleans Management Co., which has been hired by local owner Jazz Casino Co. to operate Harrah’s here. The management firm is a subsidiary of Harrah’s Entertainment and will be included in the corporation’s national brand advertising and marketing for Harrah’s 19 casino properties, Hook said.
“That means that our local and regional advertising budget does not reflect the total budget for this property,” Hook said. He pointed out that client research reveals eight of New Orleans’ top 10 overnight visitor feeder markets–New York, Dallas, Los Angeles, Las Vegas, Atlanta, Philadelphia, Chicago and Washington, D.C.–are already covered by Harrah’s national brand campaigns.