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Isle of Capri Casinos, Inc. Introduces Innovative Marketing Approach With IsleOne Players' Club; -- IsleOne Commercial Featuring Ricardo Montalban Debuted.

Isle of Capri Casinos, Inc. has taken a leadership role in the gaming industry with IsleOne, the company's re-branded players' club.

The IsleOne Club, a component of the company's IsleOne Marketing System, features IsleMiles, an industry exclusive deferred reward program. IsleMiles allows players to earn miles as well as bonus points. These miles can be redeemed for merchandise, trips to other Isle of Capri Casinos, and cruises through a joint partnership with Carnival Cruise Lines.

The IsleOne Club is differentiated from other players' clubs because of the freedom of choice offered to its members. Isle customers can determine when and how they want to use their points. A player can retain points or redeem them the same day they earn them.

"Our new IsleOne Players' Club offers benefits to our players that no other club does. Isle of Capri Casino customers can earn and redeem points and complimentaries with one card at any Isle property as well as earn IsleMiles towards merchandise and vacations. Quite simply, we believe we have created the best players' club with the most rewards," said Les McMackin, vice president of marketing.

With the introduction of the enhanced IsleOne Players' Club, Isle of Capri is evolving to a customer-centric incentive approach, allowing players' preferences and behaviors to drive the reward strategy. It is fueled by centralized multi-dimensional analysis methodology that employs statistical data mining to better satisfy customers.

The company believes it will benefit through improved conversion and retention rates, leading to greater customer loyalty and satisfaction. The Isle of Capri created this unique approach with its database marketing agency, RDI of New Jersey.

-- Nationwide Commercial

The introduction of the IsleOne Players' Club is supported by a new nationwide marketing campaign that includes a strongly branded television commercial. The commercial features veteran actor Ricardo Montalban as spokesperson; it will reach 16-million homes in 43 markets.

McMackin said, "Mr. Montalban, who has served as our spokesperson for five years, is a natural fit for our company Isle of Capri Casinos. We chose Mr. Montalban because of his wide appeal to our demographics. He is quickly associated with a character who granted fantasy and fun to his guests in a tropical setting -- which is what the Isle is all about."

The IsleOne commercial was created by the company's advertising agency of record, Chess Communications Group of Baltimore. It was filmed in Hollywood with a high definition camera, and edited at the NFL Studio's prestigious new $45 million production facility in New Jersey.

The Isle of Capri Casinos, Inc. is holding a reception in New York City this evening at the Copacabana to introduce the new campaign and debut the commercial, as well as celebrate CEO and chairman Bernard Goldstein's invitation to open the NASDAQ Stock Market on Tuesday morning.

Isle of Capri Casinos, Inc. owns and operates 13 riverboat, dockside and land-based casinos at 12 locations, including Biloxi, Vicksburg, Lula and Natchez, Mississippi; Bossier City and Lake Charles (two riverboats), Louisiana; Black Hawk, Colorado; Bettendorf, Davenport and Marquette, Iowa; and Kansas City and Boonville, Missouri. The company also operates Pompano Park Harness Racing Track in Pompano Beach, Florida.

This press release may be deemed to contain forward-looking statements, which are subject to change. These forward-looking statements may be significantly impacted, either positively or negatively by various factors, including without limitation, licensing, and other regulatory approvals, financing sources, development and construction activities, costs and delays, weather, permits, competition and business conditions in the gaming industry. The forward-looking statements are subject to numerous risks and uncertainties that could cause actual results to differ materially from those expressed in or implied by the statements herein.

Additional information concerning potential factors that could affect the Company's financial condition, results of operations and expansion projects, is included in the filings of the Company with the Securities and Exchange Commission, including, but not limited to, its Form 10-K for the fiscal year ended April 28, 2002 and on form 10-Q for the quarter ended October 27, 2002.
 Contacts: Allan B. Solomon, Executive Vice President-561.995.6660
 Rex Yeisley, Chief Financial Officer-228.396.7052
 Lori Hutzler, Director of Corporate Communications-228.396.7031
 Web site: http://www.theislecorp.com



CONTACT: Allan B. Solomon, Executive Vice President, +1-561-995-6660, Rex Yeisley, Chief Financial Officer, +1-228-396-7052, or Lori Hutzler, Director of Corporate Communications, +1-228-396-7031, all of Isle of Capri Casinos

Web site: http://www.theislecorp.com/
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No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2003 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Geographic Code:1USA
Date:Mar 3, 2003
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