Harrah’s Promotion Favors the House

NEW YORK Harrah’s Entertainment is looking to capitalize on the popularity of home improvement TV programs this month with the “Home Makeover Giveaway With Katie Brown,” featuring the host of A&E’s popular remodeling show.

Lowe’s, Calico Corners and Bed, Bath & Beyond will participate in the casino’s sweepstakes, which offers gift certificates and other prizes available for Total Rewards cardholders who earn entries based on their gambling activity.

TV and print ads, via Tracy Locke Partners in Dallas, and point-of-purchase and direct mail (handled in-house) will feature the host of All Year Round With Katie Brown and dangle a Dec. 14 drawing at the Las Vegas Rio for a personal design consultation and one of three home makeovers worth between $15,000-50,000. A Feb. 22 drawing gives away a $100,000 package and a consultation with Brown.

Ads will air in feeder markets for Harrah’s 24 casinos and on A&E. Ten finalists from each property will attend the December drawing and one contestant from each casino will vie for the February grand prize. The prize and marketing budget will be at least $2 million.

Retail partners will also get access to Harrah’s direct marketing database of 5 million active guests. Harrah’s research shows that 44 percent of its core customers have made home improvements in the last 12 months.

“We can bring [home improvement] to life on the casino floor by partnering with retailers that have a lot of brand equity,” said Ginny Shanks, Harrah’s senior vice president of acquisition marketing. “Most of our slot customers are women, so this fits our demographic profile very well.”

Harrah’s will also bow “The Katie Challenge” on Harrahs.com, where players guess which design materials Brown will use to redecorate a suite at Harrah’s in Laughlin, Nev., to win a stay there.