2. Strategic Alliances
Situation:
• Following a merger & acquisition
with Caesars Entertainment, the
new Harrah’s Entertainment was
now the World’s Largest Gaming
Co, and needed B-B-C Activation.
Insights:
• Harrah’s had history of doing
some “one-off” promo deals.
• Harrah’s perceived as difficult
to work with by past partners.
• Harrah’s Brand Mgmt not on
same page with CRM/Loyalty
Program (ie. Total Rewards).
• Harrah’s Brand Mgmt too rigid
and not willing to “give & take”
w/ partners, in order to exceed
strategic alliance expectations.
Targets:
• Harrah’s Customers:
- Harrah’s Brands
- Caesars Brands
- Horseshoe Brands
• Alliance Brand(s) Customers
Challenges:
• While Harrah’s Entertainment
needed to develop long-term
relationships with best of class
brands/companies, Harrah’s still
operated in a short-term casino
business model & was not very
partnership-friendly (“win/win”).
Solution:
• Fully-utilized the power &
reach that the Harrah’s Total
Rewards CRM/Loyalty Program
(40 MM members) brings to the
table, in support of Brand Mgmt
& National Promotions:
- Secured Travel Category with
American & Southwest Airlines,
alternating National Promos.
- Negotiated 1st
eBay contract
(Nat. Promo. online partner) &
paved the way for the launch of
an exclusive eBay slot
machine.
Objectives:
• Work w/ AOR on National Promos.
• Identify all partnership categories.
• Target good fit Brands/Companies.
• Initiate the Harrah’s B-B outreach.
• Structure B-B-C Activation deals.
• Negotiate/fully-execute contracts.
• Manage both current promotional
execution & ongoing relationships.