Planet Hollywood Resort & Casino Becomes a Total Rewards Casino Resort

LAS VEGAS, April 1 /PRNewswire/ -- A subsidiary of Harrah's Entertainment, Inc. today completed the integration of its customer-loyalty program, Total Rewards, into the Planet Hollywood Resort & Casino.  Guests now have the ability to earn and redeem Reward and Tier Credits for nearly all of their entertainment expenditures across the Planet Hollywood resort, including: dining, gaming, live entertainment, golf, spa and retail outlets.  Planet Hollywood A-List member accounts were automatically converted into Total Rewards accounts.

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"Harrah's quickly integrated Total Rewards into the Planet Hollywood Resort & Casino to deliver the program benefits to current and new members," said David Norton, senior vice president and chief marketing officer, Harrah's Entertainment.  "Our Planet Hollywood resort will provide our existing Total Rewards members with a beautiful new property to play and former A-List members now have an extensive network of Harrah's resorts to earn and redeem Reward Credits."

Harrah's introduced Total Rewards, the casino industry's first national, multi-brand loyalty effort ten years ago.  Today, Total Rewards is the largest loyalty program in the industry with more than 40 million members and is available at 36 resorts owned, managed or operated by Harrah's affiliates.

Harrah's assumed ownership of the Planet Hollywood resort in Las Vegas on February 19, 2010.  Planet Hollywood is directly south of Paris Las Vegas Hotel & Casino and gives Harrah's seven contiguous resorts on the Las Vegas Strip.  

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 operates casinos on four continents. The company's properties operate primarily under the Harrah's®, Caesars® and Horseshoe® brand names; Harrah's also owns the World Series of Poker® and a majority interest in the London Clubs International family of casinos. 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. Harrah's is committed to environmental sustainability and energy conservation and recognizes the importance of being a responsible steward of the environment. For more information, please visit www.harrahs.com.

SOURCE Harrah's Entertainment, Inc.