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 MEMPHIS, Tenn., Aug. 23 /PRNewswire/ -- Harrah's Casinos has become the nation's first casino company to introduce a single, system-wide toll-free reservation line and a single, system-wide casino player card, both of which further establish Harrah's as the nation's leading casino brand.
 The 1-800-HARRAHS reservation line and the new brand-wide Harrah's Gold Card are significant steps Harrah's has taken to establish brand loyalty among casino patrons.
 "Harrah's reputation stands on customer service -- the more brand-wide services we can provide for our customers, the more loyalty we build to the Harrah's name," said Karen Von Der Bruegge, corporate director of Harrah's Brand Marketing.
 The 1-800-HARRAHS line is one of AT&T's new 800 Speech Recognition toll-free lines. Harrah's is the first casino company and one of only 70 AT&T customers across the nation to use the system. The system is unique in that it services customers with rotary telephones, as well as those with touch-tone telephones, by utilizing a voice-activated response system. Customers simply dial 1-800-HARRAHS and activate the system by speaking or pressing the number which represents the Harrah's Casino they would like to contact. The caller is automatically routed to the Harrah's Casino of his or her choice -- Atlantic City, Reno, Lake Tahoe, Las Vegas, Laughlin or Joliet. If a caller does not make a selection after the recording is finished, the system will read the area code from where the call has originated and route the caller to the Harrah's Casino closest to that area.
 "It's a great way of streamlining our reservation system since our guests now only need to remember one number," Von Der Bruegge said. "The customer response during our initial test phase was overwhelmingly positive."
 The Harrah's Gold Card, which customers can obtain free of charge at any Harrah's Casino, tracks a player's slot and table play through a computerized system which links all of the properties and offers core benefits to cardholders nationwide. This officially makes Harrah's the first and currently the only casino company with a brand-wide player's card.
 Upon obtaining a Gold Card, a Harrah's guest immediately receives benefits good at all Harrah's properties including preferred reservations, free check cashing privileges (where regulations permit), priority access to rooms, shows and events, and a 10 percent discount at all Harrah's-owned shops. Additionally, when a customer registers for a Gold Card at a Harrah's Casino, they will receive two show tickets upon their first visit to any other Harrah's Casino where shows are available.
 Guests may also receive other valuable rewards and benefits -- such as complimentary meals and roomnights -- which are awarded by individual properties based on the Gold Card holder's tracked amount of play. The Harrah's Gold Card is always recognized at every Harrah's Casino, and cardholders begin to receive benefits the moment they become Harrah's Gold Card members.
 Harrah's is the only casino entertainment company operating in all five established U.S. gaming markets: Atlantic City, N.J., and Las Vegas, Lake Tahoe, Laughlin and Reno, Nev.
 Harrah's opened its first riverboat casino in Joliet, Ill., on May 4, 1993. Other riverboat casinos scheduled to open this year include a second boat in Joliet and projects in Vicksburg and Tunica, Miss. Scheduled to open in 1994 are projects in St. Louis-Riverport, Mo.; North Kansas City, Mo.; and Shreveport, La. Harrah's was recently selected to negotiate for the state of Louisiana's only land-based casino in New Orleans.
 Harrah's parent company, The Promus Companies Incorporated (NYSE: PRI), also owns and operates three leading hotel brands: Embassy Suites, Hampton Inn and Homewood Suites.
 -0- 8/23/93
 /CONTACT: Melissa O'Brien of Harrah's, 901-762-8600; or Brent Burkhardt or Jocelyn Shrewder of TBC Public Relations, 410-347-7500, for Harrah's/

CO: Harrah's; The Promus Companies Incorporated ST: Tennessee IN: CNO LEI TLS SU: PDT

MM -- CH004 -- 5071 08/23/93 13:03 EDT
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Publication:PR Newswire
Date:Aug 23, 1993

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