2. “Own” a proprietary TV show long equated with dreams coming true-
build upon exclusive franchise.
Leverage the renewed public interest in game and audience
participation shows.
Differentiate Harrah’s property in Las Vegas as a destination…
Chance to make your dreams come true and be on national TV.
Achieve national exposure for all Harrah’s properties.
Reach current demographics while attracting new audiences to
Harrah’s nationwide.
Reinforce Harrah’s brand as gaming leader.
Create exciting new overlay to strong existing loyalty program.
Six season TV show from Ralph Edwards Productions simultaneously
ran primetime and daytime due to its popularity.
Highly recognized catch-phrase associated with winning
a players chance of a lifetime….
Opportunity

3. IT COULD BE YOU! IT COULD BE YOU!IT COULD BE YOU!
Arms and Legs
TV show/concept.
Loyalty card promotional game and campaign– empower the target audience and grow the target
audience through TV exposure.
Promotional Overlays will be effective ways to enhance media buys.
Advertising Campaign creative platform.
Slot machine game on site and off site.
Merchandising.
Internet game.
National sweepstakes.
Remote TV game tour or segments at other Harrahʼs locations.
Radio campaign.
Cause marketing platform

4. IT COULD BE YOU! IT COULD BE YOU!IT COULD BE YOU!
TV Concept
Weekly or daily television show with contestants selected directly from the floor of Harrahʼs casino in Las Vegas and
from Harrahʼs database.
Taped on site in dedicated space viewable to the public (i.e. MTV Studios Times Square).
Celebrity Host (s).
Produced by Ralph Edwards Productions, award winning pioneers of audience participation and game shows with a 60
year track record in building valuable franchises...
This is Your Life
Peopleʼs Court
Cross-Wits
Truth or Consequences…..and more
Opening segment features host announcement of contestants from the casino floor … “John Smith from Lincoln,
Nebraska, It Could be You!”
Multiple segments on each show, all themed around casino games.
Each contestant also plays for a viewer at home.
Contestants collect Harrahʼs points as they play each casino game.
The contestant with the highest points gets to cash them in for prizes at the end of show.
TV audience members are selected from mail-in entries, Loyalty database and casino guests.

5. IT COULD BE YOU! IT COULD BE YOU!IT COULD BE YOU!
Game Elements
Rotating segments are modeled after casino games using casino jargon and presented in an entertainment fashion.
The centerpiece of the show- an “It Could be You!” Giant Slot Machine.
Games of Chance – Contestants play against each other to win “dream” prizes:
Black Jack
Poker
Keno
Roulette
Roll of the Dice
On the House
House Calls = weʼll call you, fly you and treat you to…..
Hour House – someone will win a house in 60 minutes…tick, tick, tick
Our House = is your house, pick one, win one…no place like home
House of (loyalty) Cards = points generated Harrahʼs cards=prizes
House Guest… bring Home the Bacon (celebrity – Kevin Bacon plays for the house)
Set For Life
“It Could Be You!” Giant slot free pull- chance to win life changing sum of money or not….
House Band – sound way to win target audience
Name songs and win prizes
Celebrity music guests

6. IT COULD BE YOU! IT COULD BE YOU!IT COULD BE YOU!
Dollars = possible life changing sums of money.
Lifestyle – Prizes you can’t buy...
No Losers: runner up contestants receive
Harrah’s loyalty cards loaded with TBD number
of points to use at Harrah’s property.
Week with Oprah’s Trainer
Wardrobe from Ann Klein
Concept Car from auto manufacturer
“Discovered”– break in show business
Prizes

7. IT COULD BE YOU! IT COULD BE YOU!IT COULD BE YOU!
Promotional Overlays
Harrahʼs Loyalty Cards tied to TV Show.
It Could Be You! Internet Sweeps: register your dreams on line.
Televised Home Delivery of Prize
It Could Be You! Remote Game Tour:
Taping of show (or show segments) travels to other Harrahʼs venues outside of Las Vegas
for special show segments
It Could Be You! Slot Game:
On site slot game features free pull for all casino patrons and for reels showing
IT-COULD- BE- YOU!
Off Site slot is placed in highly trafficked locations ( airports, bus terminals,malls etc.) to
promote game and TV show.
Off site slots become cross promotional vehicles for show and outside sponsor/partners

8. IT COULD BE YOU! IT COULD BE YOU!IT COULD BE YOU!
Promotional Overlays / Radio Campaign
Tastemaker DJs will create awareness of ICBY with innovative promotions
that creates talk.
Stations air ʻHigh Rollerʼ radio game that mirror ICBYʼs TV segments.
Listeners win trips to Las Vegas with loaded loyalty cards.
“High Roller” national radio promotion offering listeners the chance to
compete on ICBY.
Radio Remote – Top DJs broadcast from Harrahʼs game show set. Then
appear as contestants.
Top DJs guest host an ICBY segment. Or appear as celebrity dealer,
croupier when ICBY travels to their town.
Stations broadcast live as the prize is delivered to peopleʼs homes.

9. IT COULD BE YOU! IT COULD BE YOU!IT COULD BE YOU!
Promotional Overlays / Cause Marketing
Celebrity shows involve stars where they win prizes for their favorite
causes.
Prize translated to cash value if desired by charity.
Potential for consumer to play with the star on a team basis against
the house.
All Harrah casino properties could donate a percentage of the
house to the winning team charities as well- huge fundraising
potential= great PR

10. IT COULD BE YOU! IT COULD BE YOU!IT COULD BE YOU!
Advertising Platform
It Could Be You! Logo and slogan as powerful theme behind national
advertising campaign...
Promote TV show
Promote Las Vegas destination
Promote Internet sweeps
Billboard teasers
Radio co-promotions

11. IT COULD BE YOU! IT COULD BE YOU!IT COULD BE YOU!
Implementation
Turn-key implementation to be provided by Ralph Edwards
Productions to insure fully integrated franchise.
TV show production...
Development and implementation of all promotional elements
for broadcast and chosen extensions
In order to produce a show for fall 2003 airing development of
project must commence immediately.