Harrah's Drops $20 Million on Treasure Hunt Promo

Harrah Entertainment, Inc. is replaying a successful promotion next month where winners dig in the Las Vegas desert to find $1 million. The casino operator is spending about $20 million to advertise the event.

The promotion, Treasure Hunt, lets consumers that go to any Harrah's property collect gold coin game pieces to match against winning coins. Eighty-eight winners will receive a map leading them to a particular treasure in the desert. One winner will find the $1 million prize and the others will discover various other prizes, said Holly Way, VP-retail marketing for Harrah's.

The $20 million media spend includes local and regional TV, print and radio and outdoor and direct mail. The direct mail dropped Feb. 15 to all of Harrah's active customers. On-property signage includes posters, tent cards and slot toppers.

The first Treasure Hunt was held in 2001. Harrah's has stepped up its promotional marketing with the launch of the hunt making this year's event more exciting with more winners and more prizes. The company also plans two more large-scale promotions for later this year including a summer partnership with Coca-Cola, Way said.

Tracy Locke, which is handling the campaign, has just added promotional marketing to its work for Harrah's Casinos.

The Dallas, TX-based agency, part of Omnicom Group, has been Harrah's agency of record for brand advertising since 1999. It also handles media planning and buying for many of the company's properties.